The Deal

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We’ve seen bands such as Radiohead let fans pay what they want for albums, now it’s the turn of a brand to give it a try. Spanish travel agent Atrapalo (“Trap It”) is letting its customers pay whatever they think their holiday was worth, and not a penny more.

Rivalry between travel agents is fierce, often resulting in bargain basement holidays being offered in the price-wars that ensue. However, El Trato (“The Deal”), as the campaign is being called, is the first time a tour operator has taken the gutsy move of putting the customer firmly in control of the prices.

Atrapalo’s website lays out the deal: “Go on vacation and pay what you want.  Leave, and when you get back, we’ll talk.  If you’ve liked it, pay us what you consider fair.  If you haven’t enjoyed it, don’t pay us anything.  Do you accept the deal?" In the fine print it is made clear there is no minimum amount to be paid and no hidden fees; Atrapalo says it is putting its faith in the customer’s honesty.

And that faith may well be rewarded. Consumers are notoriously fickle when it comes to buying holidays, going with the cheapest deal no matter who is supplying it. But with an offer like this on the table, Atrapalo has an opportunity to build vital brand loyalty that could see customers return to the agent time and time again.

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