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Chris de Closey: Data is the one thing that helps dynamic pricing THRIVE! Data allows operators to analyse the trends, identify gaps within the market then make informed decisions that will get them the best possible result. You can use any range of data, but don’t get caught up in it and have decision paralysis! You are best to analyse, implement, review the strategies and then optimise. Analysing, then testing and learning is the best way to use your data to get a great result.
What role does AI play in modern-day revenue management systems? Ari Andricopoulos, founder, RoomPriceGenie, said: AI isn’t typically used to power pricing algorithms because they are already highly sophisticated and reliable. AI can be helpful as an aid to the user, allowing them to set the right strategies, notice anomalies, feel more comfortable with the software, and generally improve revenue performance. When used correctly, it can make pricing more robust and the user experience fuller and richer. Chris de Closey: AI allows our operators to make even more informed decisions, the speed to implement strategies is significantly reduced, which allows for more strategies to
36 AccomNews | Winter 2025
By analysing booking trends, pickup patterns, competitor rates, and guest behaviour, hoteliers fine-tune pricing, tailor promotions, and optimise distribution. be tested. Don’t just rely on AI, though, whilst it is a fantastic tool, you still need to input your know-how and nuances into the systems to get the best results.
How can hoteliers ensure the correct balance between OTAs, direct bookings and other platforms? Hayley Armstrong, Senior Revenue Manager for APAC at RoomPriceGenie: Understanding your distribution channels and using them strategically is essential for effective revenue management. One important step is to review and understand your actual cost per acquisition. While direct bookings are often the preferred option, they still come with associated costs, such as website maintenance, payment processing, and marketing.
For smaller properties with limited marketing budgets, OTAs can actually be a more cost-effective way to expand your reach. Rather than viewing them as a necessary evil, consider how they might complement your existing strategy. Use this information to shape a smarter, more balanced distribution plan that reflects where your marketing dollars will have the greatest impact. Chris de Closey: By ensuring that you develop a revenue strategy for your business that optimises all your available channels, not just direct or the OTAs. Everyone will always preach direct is best, and it is, but don’t do it at the behest of the online agents. At the end of the day, the goal is profitability, and you can do so by driving significant volumes through all channels with the right strategy.
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In your experience, what are some of the most effective revenueboosting tactics that accommodation providers often overlook? Hayley Armstrong: Use technology to optimise and automate your revenue management. As revenue managers and operators, we can be hyper-aware of our rate strategies for the immediate one to two months, but it is easy to lose sight of the rest of the year. This is where the most opportunity lies, and you will be surprised how much of a difference it can make to your revenue results when you start optimising dates from the outset. By using a solution to assist with the manual work, you can shift your focus to more strategic decisions. Chris de Closey: Accommodation providers need to ensure that they are analysing their market. Ensure you are pricing your property correctly against your competitors (and choose the right competitors too), and utilise dynamic pricing tools to ensure your business is optimising the pricing even when you are sleeping! Claim your FREE ticket to NoVacancy 2025, register today!