The Internet is not a baby anymore.. Amazon is selling millions.. Google is a household name.. and yet, we have hotel executives who still do not see the Internet as something every guest should have access to.. They still think of it as a preference item. Why is this? Check out my Innovation Rule of Condiments.
If an innovation is treated in the marketplace as a condiment (something that might be added to the already purchased product), four things occur:
- Sales data will undervalue the level of demand (People who are interested in the service will choose not to purchase or even inquire due to the additional hassle).
- Leaders will intepret such data as validation of their already closely held belief that the service is really just a preference. (Despite being told by line employees that it should be included in the overall price)
- Resistance by organizational leaders to include the service in with full pricing will increase resulting customer dissatisfaction and a slower adoption rate by the hotel chain.
- Competitors will steal market share.
So what is the point of this Rule of Condiments. Be careful how you choose to market a new service or product. Sure, it is ok to do some condiment pilot testing early on, but once a product is in demand.. include it in the total price. The lesson is when an innovation is ready for growth, condiment marketing taints the data.. and you miss the ride!
Ok.. now to sleep... but first, can I have a cup of Internet before I go to bed....