HOTELS

Derek Gale

Gas Rebates: Old News or Tried and True?
May 2, 2008

Coinciding with the arrival of the month of May (which signals the upcoming start of the summer travel season in the United States) is the debut at many hotels of what I consider one of the least innovative hotel marketing offers out there: the gas rebate package.

This offer has been around for years in one form or another, but most commonly involves staying at least two nights at a certain rate, and for doing so receiving a “gas rebate,” “gas credit,” or “gas reimbursement” of a nominal amount (usually US$40 to US$50 per stay).

And though I loathe the press releases touting these offers, one can’t argue with success, which several sales and marketing directors tell me they’ve had with such packages.

“Marriott partners very closely with AAA, and we introduced a package last year with a $25 gift card that was extremely successful,” says Matt Brody, director of marketing at the JW Marriott Starr Pass in Tucson, Arizona. “Based on $1 more in gas prices [this year], we thought we would launch [an offer] on our own.”

The property’s “Gas & Go” package, offered May through September, includes a $50 gift card at check in. Rates start at $199 per night.

“We’re trying to attract those folks within a 5- to 6-hour driving window to come in, and we’ll help them out a little with gas,” Brody says.

The InterContinental Tampa is another summer drive-to destination, this one catering to families throughout the Southeast, says Darlene Limon, director of sales & marketing for the property. With gas prices in the news, Limon and her PR team decided to put together a gas-rebate package involving a $40 rebate with a two-night stay (rates start at $149 per night).

“We’ve done this in the past, when gas prices did the same thing,” she says. “We’re seeing that people aren’t taking longer trips—so hopefully we’ll see an increase in local travel.”

The Loews Coronado Bay Resort in San Diego is yet another property aboard the gas-fueled bandwagon, offering a “Money for Miles” package that reimburses guests for up to $50 of their hotel bill per night, based on their gas spending.

“A majority of our guests drive here, and knowing gas prices, we wanted to do something to make traveling here a bit more do-able,” says Anne Stephany, public relations manager.

Posted by Derek Gale on May 2, 2008 | Comments (1)