Scenario:
7-Day New Zealand Retreat
Capacity: 12 people
Ticket Price: £2,500 per person
5 Last-Minute Spots Remaining

Option A:

Public 20% Discounting

Public Discount: 20%
New Price Per Seat: £2,000

Typical Outcome: public discounting is broad + not targeted, so you only fill 3 of the 5 remaining spots.

Spots Filled: 3 out of 5

Revenue Generated:
3 × £2,000 = £6,000

Empty Spots:
2 seats = £0

Total Net Revenue From Final 5 Spots:
£6,000

Brand + Business Impact

• Publicly signals reduced value (premium positioning weakened)

• Trains your audience to wait for discounts

• Attracts more price-sensitive buyers

• Generic channels (not specifically targeted to high-intent retreat buyers)

• Cancellation risk is higher (public buyers are less committed)

• You discounted and still didn’t sell out

Result:
Lower recovered revenue + brand dilution + incomplete capacity.

Option B:

Off peak adventures

Price per seat: £2,500

Target Outcome: we aim to fill 5 of the 5 final spots through a private, targeted network.

Spots Filled: 5 out of 5

Revenue Generated:
5 × £2,500 = £12,500

Off Peak Monthly Retainer:
£2,000

Total Net Revenue From Final 5 Spots:
£12,500 − £2,000 = £10,500

Brand + Business Impact

• Full-price positioning protected (no public discounting)

• Targeted private channels (high-intent wellness/adventure travellers)

• We only work with a small limited number of partners (highly focused support)

• Non-refundable last-minute bookings (zero cancellation risk)

• Higher buyer quality and stronger conversion due to specificity + urgency

Result:
Higher recovered revenue + protected brand + maximised capacity