Occupancy responds to reasons-to-book, not features. A staged, insured prize moment inside a resort — a vault by the pool, a weather-triggered refund on a summer stay — is the reason.
The behavioural mechanics are the same as retail: variable reward, anticipation, social proof. The difference is the setting; every guest is already a content creator.
The most valuable output is not the winner. It is the tagged video of the reveal, the reviews mentioning it, and the booking uplift in the following month.