HotelChatter

Personally, I'm against any non-membership (aka AAA) discounts unless they appear on the hotel's website.  I believe that the hotel site should always offer the best deal.  The only exception I could understand is if hotels offered discounts to FB folks that promoted their hotel through wall posts.

Offering anymore than a 10% discount if anything through facebook would be a waste of profit and really dilute the other discounts you offer.

I do think the GPS-tracking social media websites like FourSquare and GoWalla offer more profitable opportunities to hotels for offering discounts because the consumer is directly onsite when "Checking-in" and receiving the discount for Hotel or F&B outlets; it helps to capture last minute revenue for the biz.

We often see properties increase the standard rate first, then offer discounts on the new 'high' rate, where applicable. This way, they maintain profitability,  compete on price where appropriate but also position their property as higher quality to cheaper alternatives.

Troy
Central Coast Accommodation"

http://www.hrabaconsulting.com/blog/2010/09/01/facebook-brand-pages-community-interaction-what-do-we -know/

Check that out.

Whatever the case, people aren't on your page because they need a hotel room, and if they are they are branded clients that will book because they like you... not because they want a discount.

When you discount, you aren't branding lifelong guests, you are bringing in low rent and coupon clipping people.  That's not good.

Then you give up any control of your rate, then you take years getting your rate back because you gave it away in every possible arena?

This is dumbfounding.  The shiny new toy doesn't mean it's actually worthwhile....

Think of it this way...

If you think you are discounting to get new guests... you aren't.  How do they know to find your discount if they don't know you?

then who are you discounting to?  Guests that would already pay your rate?  Or greedy, non branded guests who are just looking for a deal.. the type signed up to 40 coupon sites?

You are destroying your brand on Facebook... endlessly.

What's more, the only thing it works for is incremental revenue like spa and F&B, because the only people who are on your FB page, most likely, are locals (unless you have a huge brand name).

Be careful, and short answer:

HELL NO they do not deserve a discount.  That's ignorant.  You are handing money back to a full paying guest, as well as losing your rate, and watering down your hotel's brand.  It's a lose, lose, lose.

I can't believe so many people are errantly giving away rates to people that a) aren't your guests or b) that would have paid full price.

But your thoughts on promotion are solid.

To speak to "giving rates away" for independent hotels, there is the consideration for trial to entice them to choose when compared to the known entity of the brand boxes.

I see no harm in giving out specials and deals. They just need to be managed and yielded like any other hotel promotion.  

Examples of this could include promo codes which offer access to discounted food / drink or similar options for social-network guests who are staying at the time. In some cases, it could be a room upgrade or something similar.