Stop selling discounts. Start selling value. “Discount” feels cheap. But perceived value? That sell

Discount should not be allowed. It's a very heartbreaking— it's a very heartbreaking word. It's a cheap word. It's a derogatory word, but it's part of our industry. So what do you— do you still think it's okay?

From my perspective, I think discount, that term, could be used in a very different way, not directly. Like, for example, very straightforward, now you have a 10-day booking. It does not have to be mentioned as discount when you go. There are words like clubbed bookings, there are words like complimentary breakfast. These are a way of discount only.

That's a good thing.

They, they say that one $100 dinner from our end, or special upgrade because you're staying for 10 days, 10 nights.

Even in the agency world, what we do, we've done it in China, you give us a 2-year locked-in contract, we'll give you the 24th and 25th month for free, or 18th, 19th, and whatever month for free. And I think— No, but you know what I'm trying to understand is maybe you say, what are you saying, you're being too idealistic. This is an Indian market, Indian customer could discount, satisfy. English words satisfy, business. We want 10% though or low.