EP Virtual Discussion Forum – Hospitality Innovative Pricing, Brigitte Stangl, University of Surrey

Continuing with our weekly discussion forums for knowledge share and to discuss key issues impacting on the market and business, we were excited to explore the topic of innovative pricing. As businesses slowly come out of lockdown, pricing, offer, innovation and building a relationship of trust back with the consumer will be of paramount importance.

We were delighted to be joined by Brigitte Stangl, who is an authority on the topic and holds a doctorate in Social and Economic Sciences and two master’s degrees – one in Business Administration and a second in Commercial Science from the Vienna University of Economics and Business (WU, Vienna). Since 2012, she has been employed by the School of Hospitality & Tourism Management, University of Surrey, United Kingdom, where she also holds the role of Communications Director for the school.

Her main research interests are related to innovative pricing, segmentation, online distribution, innovation and digital media. Recently, she has been investigating the impact of technology on consumer behaviour.

This presentation focused on the Pay-What-You-Want (PWYW) pricing strategy and provided insight into organisations who have implemented these as part of their long and short term strategy and the successes achieved. This is especially relevant when businesses are trying to innovate and build customer’s trust after the Covid-19 lockdown.