All participants expressed
the need to identify and
use commonly agreed
metrics for measuring
the affordability of
coupons to increase the
company’s capacity
utilization and/or
generate new clients
(e.g. metrics for
measuring the ROI, the
market reach and
market generation
capacity of coupons).
Coupon websites need to
provide tourism
companies with more
statistics and
performance data about
the effectiveness of
their coupon strategies.