Hotels Etc. INC
About the Company
Hotels Etc., launched in 1996 and acquired by Shawn Pigg over a decade ago, was founded to deliver unique hotel discounts to its members. Pigg’s vision for the company has expanded it into one of the oldest online membership programs with a wide range of discount categories beyond travel. The company negotiates discounts unavailable to the general public, creating a niche where members pay for access to significant savings on travel and other lifestyle services.
This business, initially centered around travel discounts, diversified under Pigg’s leadership. Today, it offers savings across more than 30 categories, including entertainment, dining, and recreation. The structure of Hotels Etc. positions it as a membership-driven enterprise, with growth fueled by an evolving demand for exclusive deals, especially in an increasingly cost-conscious market.
Hotels Etc. has developed into a stable, multimillion-dollar operation with global partnerships. Its commitment to member benefits, technological advancement, and data-driven growth strategies has helped establish it as a leader in member-exclusive discount services.
Idea Behind Company
Pigg’s initial idea for the company was born from his experience in early internet ventures, including domain flipping and eBook creation, which highlighted the value of untapped online markets. Encountering Hotels Etc. through an infomercial, he recognized potential in a membership model centered around hotel discounts, foreseeing demand for travel savings and an opportunity to provide greater value through a centralized discount platform.
The decision to buy Hotels Etc. came after observing consumer interest in exclusive discounts and travel deals. Inspired by the potential to reach a large customer base, Pigg envisioned expanding into other discount categories. His approach focused on making substantial discounts accessible exclusively to members, which set the company apart from traditional online travel agencies and positioned it to compete uniquely within the discount travel market.
Pigg’s commitment to building Hotels Etc. into a robust, wide-reaching discount service involved an initial high-risk investment and strategic acquisitions. This vision emphasized creating a platform where consumers could consistently access savings, with a focus on longevity and member satisfaction.
Creating the Company
Upon purchasing Hotels Etc., Pigg inherited limited resources, receiving only the domain name and trademark. This acquisition marked the beginning of a challenging journey; lacking industry experience and contacts, he dedicated extensive time to learning about the travel and discount markets. He built the company from the ground up, developing a website, securing partnerships with hotels, and establishing an inventory of discounted services.
Pigg’s strategy involved learning coding, web development, and API integrations to establish a functional website capable of handling high demand. He negotiated deals to give members substantial discounts and tested various membership models, ultimately focusing on lifetime memberships after they proved most popular. These early initiatives positioned Hotels Etc. as a viable player in the competitive travel discount market.
Over time, the company invested in technology to meet member demands and adapted its offerings to align with market trends. The introduction of physical membership cards, white-label partnerships, and strategic marketing initiatives helped solidify Hotels Etc.’s place in the industry and drove expansion into new service categories.
Launching the Business
Hotels Etc. initially focused on SEO and social media marketing, running contests and creating engaging content to build its presence and attract members. Early setbacks included an inability to generate immediate returns from social media marketing efforts, prompting Pigg to explore barter arrangements and media trade for TV and radio ads, which provided higher returns on investment.
This marketing shift allowed the company to scale its operations, leveraging media partnerships to create wider brand recognition and reach new customers. The move to paid advertising and pay-per-click campaigns enabled Hotels Etc. to generate revenue sustainably, eliminating reliance on Pigg’s personal finances to fuel growth.
Learning from trial and error, Pigg developed a diverse marketing strategy, emphasizing customer engagement and retention. By prioritizing internet marketing and creating targeted campaigns, he established a broad base of loyal members. This approach also allowed for a smooth transition as Hotels Etc. expanded into new categories and targeted different demographics.
Earnings
Hotels Etc. has consistently increased earnings through its exclusive member discounts, achieving record-breaking bookings post-pandemic. Revenue generation relies on providing competitive discounts through proprietary partnerships and adapting to global changes, including travel laws that enforce rate parity, which helps Hotels Etc. maintain a competitive edge over other booking sites.
The company has seen a notable surge in membership renewals and bookings, attributed to the high value offered through its membership. Rate parity laws further enhance its appeal by ensuring competitors cannot publicly offer comparable discounts. Serving multiple generations, each with unique buying habits, Hotels Etc. has maintained earnings by adapting its marketing and product offerings to align with generational preferences.
One primary revenue source remains the membership fees, with significant contributions from joint ventures and white-label partnerships. These collaborations provide a steady income stream, ensuring sustained growth and financial stability while supporting an innovative approach to customer acquisition and retention.
