Should Travel Marketers Be Branding At A Time Like This?

For anyone struggling between protecting your brand and joining the mob offering deep discounts to attract visitors during this downturn, here's a great article from the New York Times about how The Four Seasons is addressing this dilemma.

The top dogs at The Four Seasons say protecting the brand is more important than heads in beds. The recession will end eventually, and there's too much to lose from devaluing the product. Many of their hotel real estate owners feel otherwise, some resorting to behavior unbecoming of a luxury brand.

Which side are you on?