This study attempted to focus attention back on identifying consumers based on certain demographics. The purpose of this study was to examine the role of gender, age, education, and income in influencing consumer’s level of involvement in obtaining a hotel discount. The results showed that females and consumers with less education tend to demonstrate higher involvement in obtaining a discount. There was not a significant difference between age groups, and younger consumers were found not statistically associated with higher levels of involvement. Interestingly, consumers with different incomes tended to respond comparably to discounts, unless consumers were very affluent. The findings are helpful for hotel management in designing discounts.