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Your Views: Tourism industry can get creative to offset extra fee
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gainesvilletimes.com

I am a little disappointed in the article titled “New fee upsets tourism industry.” The article itself was well written and worthy of the front page. However, the content of those interviewed and their titles was a little disturbing.

The assumption that the new tax on tourists could make the local area less competitive is bad business. Ask the former CEO of JC Penney how assumption, or thinking without facts, helped them out. The new bill may have surprised the hotel industry but comments in the article like, “I think it makes Georgia less competitive nationally. You’re getting up to New York City levels (emphases added).”

The simple fact is that the new tax does not draw us anywhere near major city hotel fees like New York. The average hotel fee in New York is $350 per night. If the tourism industry is still worried about the $5 fee, then it can get creative with it to offer more competitive pricing.

As example, the hotel industry will have various discounts: corporations, military or veteran, and coupon discounts. People love a discount! So if the bill is $118 and you give that person a 15 percent discount that cuts in the hotel’s revenue, then drop your standard discount to 10 percent. Ninety percent of the market will be happy to get a discount, regardless if it is 15 percent or 10 percent and your prices stay competitive in the industry.

Remember, a company that survives isn’t one that assumes but the one that gets creative with the known facts.

Sean Shurbet
Flowery Branch

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