While experts believe InterContinental Singapore hotel's offer of a free night to guests whose plans have to be abandoned due to heavy rain can create some buzz for the hotel in a crowded and competitive industry, its thunder may be stolen by other factors that a visitor will consider when choosing a place to stay. SMU Associate Professor of Marketing (Education) Seshan Ramaswami said other factors include price, location, amenities, and an increasing attention to sustainable practices. He added that the package might benefit only a small fraction of consumers in practice, as it has been “crafted very carefully” such that it might rarely have to be used.
