Hotel Yield / Revenue Management

Hotels Need Dynamic Rate Strategies Supported by Technology

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In order to succeed in the hospitality industry, it is a must to implement a revenue management strategy. General Managers should treat hotel rooms as perishable products since their number is limited. Factors such as pricing, amenities, and customer satisfaction are considered in order to come up with the right prices and at the same time balance with the actual demand. The hotel can maximize its assets by executing a dynamic versus static rate strategy.

Hotel revenue management has been around for decades but it was during the rise of the Internet when the process became more complex and at the same time provided hotels with tools to help them measure pricing and customer satisfaction in an objective and affordable manner. The development of Review Portals and Online Travel Agencies helped with the advancement of rate analysis technology as well by aggregating market information that is publicly accessible.

A good revenue manager will use this information to predict consumer demand in order to optimize their room inventory, which in turn maximizes their revenue growth. Hoteliers are able to become more proactive and not reactive. They are able to use the data available to them to adjust their products by distributing them to the right customer at the right price and time.  It means not booking a room today at a low price in order to sell it the next day at a much higher price or selling the room at a low price today if the demand is not that high in the next couple of days. Each day in the forecast can represent an opportunity or a setback if rates are dynamically managed appropriately.

This yield management concept actually came from the sales model of the airline industry in the 1990s. One of the first major hospitality companies that implemented the concept into their hotel rate strategy was Marriot International. They were able to earn large profits through it, which lead other major players to implement revenue management as well.   Fast forward to today and accessibility of both technology and data has allowed more than just the big players to implement dynamic rate strategies.  As with any other improvement in an industry, this wide spread adoption has created a landscape where hotels must be even more innovative to separate themselves from the competition.

In the past, data could only be evaluated manually, which was time consuming and error prone. But through time, hotel revenue management systems were designed that can automatically evaluate factors and aggregative competitive pricing data. And in the past decade alone, demand patterns have become more erratic, as consumers become more educated shoppers depending more on reviews and other internet based content to make their decisions. These new competitive landscapes coupled with the erratic demand fluctuations make the use of technology essential.  If you are still manually collecting competitive price information and relying on instinct or historic demand patterns, then you are simply not optimizing hotel revenue.

As markets change, the approach to hotel revenue managers must adapt to the changes. At present, hotel revenue management is a complex process requiring hotel general managers to use sophisticated tools to understand customer satisfaction, competitors’ prices, and other factors.   These sophisticated tools unfortunately often have large price tags making them inaccessible by single property owners, boutique hotels, VRBO, AirBNB etc.   This obviously gives big brands and multi-property companies a competitive advantage.

At RateShepherd, our mission is to provide automated rate shopping, analysis, and alerts to property owners at an affordable price.  We are leveling the playing field by providing our sophisticated technology to property owners and operators of all sizes for dollars a day.

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Hotel Revenue Management is a Fickle Beast Tamed Only With Technology

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If your hotel has been struggling to maintain a steady stream of revenue, it may be because your prices are not optimized to perform well against your competitors. Could it be that simple? There are many factors that affect successful hotel pricing – the location of the hotel, the type and size of the hotel, target clientele, market demand, and, of course, how many and what type of competitors are nearby……to name a few!

The first step to lucrative pricing is to understand the supply and demand of hotel rooms in your area. Certain times of the year and events create more demand than others, such as holiday weekends, conventions, festivals, etc. During these times of the year, customers will likely struggle to find a hotel due to high demand, and are more likely to pay higher prices in order to guarantee that they have a place to stay. By raising prices the proper amount during these peak times, you can significantly increase revenue. Obviously this requires that hoteliers be constantly aware of what’s going on in their ever-changing market to properly yield their rooms. The minute you look away demand changes and you could be missing out.

There will also be slower times of the year, when it is hard to fill all available rooms. This is a good time to hold promotions or lower prices on certain rooms, in order to attract more customers. Depending on your facilities and amenities it is also an excellent time to create demand for your hotel or amenities by hosting events such as weddings, conferences, etc. Do you have a conference room at your hotel? Businesses are constantly looking for additional space to have meetings and this need is usually year around. Be sure to reach out to all the businesses in your local area to ensure they are aware of the space you have available. Hard work and creativity during low demand times can really pay off assuming it doesn’t distract you from your high demand “bread and butter” strategies that must be executed simultaneously.

Next, make sure that you are aware of your guests’ needs, and why they might be choosing to stay at your hotel. Business travelers or travelers who tend to book last minute are probably more likely to pay a higher price than a family of four who plans their vacation six months in advance. Most hotels experience 15% of their sales within a 72 hour booking window. At the same time hotels may sell out on New Year’s Eve six months in advance. Trends in why and when people book should be reflected in your pricing strategy over the forecast and prices will likely change, if managed effectively, as dates approach. It’s time to roll up the sleeves and juggle…

Finally, it’s extremely important to know your competition. Make a list of competing hotels in the surrounding area, and periodically track their pricing and bookings if you can. Be sure to consider factors such as services and amenities offered as well as location when comparing prices. You may find that you compete more with a hotel that is thirty miles away than with one that is across the street because you offer similar services attracting similar clientele. Tracking competitor pricing also allows you to tap into the collective knowledge of your competitors. Competitors may be aware of an event that you are not and if they have all raised their prices when you have not, it is likely an opportunity to adjust. Let’s assume you have 5 legit competitors each having two room types competing against your two room types over a 365 day forecast. That is 5,475 competitive ever-changing rates to be constantly aware of so that you can perfectly adjust your 730 rates. Sigh….

Hotel revenue management is becoming an increasingly complicated task. Factors such as the ones mentioned here are too numerous to count and constantly changing so losing track means losing revenue. Hotel revenue management is a fickle beast that can only be tamed with technology. Using technology to help you find those revenue needles in the haystack is not just a “nice to have” but a must. RateShepherd’s rate shopping, analysis, and alerts can help you tame the beast without breaking the bank.

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Mayweather Pacquiao Hotel Room Rates

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The Mayweather-Pacquiao fight brought over 200,000 visitors to Las Vegas on May 2nd. Billed as the Fight of the Decade, the competitors took home upwards of $100 million for 12-three minute rounds of boxing. However, on the first Saturday in May it was not just fists flying, hotel rates on the Las Vegas strip were flying high (until the last minute). Listed below are how Las Vegas hotels yielded their rates for fight night compared to their best available rate (BAR) in April:

Hotel Fight (BAR) April (BAR) Fight % Increase
Royal Resort 623 28 2125.00%
Palms Place Hotel at the Palms 799 59 1254.24%
Rumor Boutique Hotel 510 39 1207.69%
Bluegreen Vacations Club 36 999 92 985.87%
Silver Sevens Hotel & Casino 273 26 950.00%
Aria Resort & Casino 1139 113 907.96%
The D Las Vegas 169 19 789.47%
El Cortez Hotel And Casino 165 19 768.42%
Rio All-Suite Hotel & Casino 249 29 758.62%
Trump International Hotel Las Vegas 824 97 749.48%
Flamingo Las Vegas 214 26 723.08%
Encore At Wynn Las Vegas 1300 169 669.23%
Westgate – Las Vegas Hotel & Casino 200 26 669.23%
Luxor Hotel and Casino 229 31 638.71%
Palace Station Hotel and Casino 145 20 625.00%
MGM Grand Hotel and Casino 499 70 612.86%
Excalibur Hotel Casino 229 33 593.94%
Hard Rock Hotel & Casino 249 36 591.67%
Circus Circus Hotel & Casino 159 23 591.30%
Hooters Casino Hotel 159 23 591.30%
Wynn Las Vegas 1105 161 586.34%
Plaza Hotel and Casino – Las Vegas 199 29 586.21%
THEhotel at Mandalay Bay 799 123 549.59%
Tropicana Hotel and Casino – Las Vegas 259 41 531.71%
The Palazzo Resort Hotel & Casino at the Venetian 999 159 528.30%
The Venetian Resort Hotel & Casino 999 159 528.30%
Planet Hollywood Resort & Casino 275 44 525.00%

Using our rate shopping technology, RateShepherd was able to track real time rate movements starting with the announcement of the fight. Rate shopping alerts began on May 1st as hotels drastically dropped their rates to catch undecided travelers. RapidWatch detected that nearly all Las Vegas hotels started undercutting hotel rates in the 24 hours leading up to the fight. Rate shopping reported that many hotels cut their rates by 25%-50% in the 24 hours leading up to the fight.

On average, Las Vegas saw an increase in ADR of more than 200% year over year. Now it is up to the revenue managers in Las Vegas to prepare for the next fight of the century (which we all hope occurs every year).

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3 Ways to Increase Room Revenue in 2015

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Hotels have seen ADR steadily increase since 2009. With stronger occupancy and new product positioning, hotels can always look for ways to increase revenue. Here are 3 ways that are worth a visit:

  1. Price Position Your Room Types
     Using property or room features can create perceived value to guests. View, floor, room size or other added amenities can allow guests to enhance their booking and differentiate the hotel from its competition. By having a range of prices it also allows guests to determine what kind of buyer they want to be at your property. Social psychology research has shown that the majority of buyers want to pick something in a middle price range because they don’t want to seem too cheap or too chic. They want something that fits just right.
  2.  Priority Check-in Upsell
    Having a priority lane for loyal guests has been a successful loyalty builder for years. More recently airlines have begun enhancing ticket prices by selling individual access to priority boarding. Large hotels can do the same thing. A fee of $5 or $10 acts as insurance to a traveler who may have a tight schedule. In addition, this may be a service used to enhance the upsell of a suite, or other premium room type while the guest is shopping.
  3. Maintain Rate Parity Across Guest Facing Channels
    Guests are able to book a room while they are standing in the lobby of the hotel. In less than 10 minutes a guest can compare your room rates on multiple OTAs and your own booking engine. They will go with the cheapest rate. If they choose to book at the desk as a walk-in and the rate is more than what they found online, it will create a negative guest interaction and could result in lost business. clients are able to track the price position of competitors and watch the market moves in real time. This unparalleled view into room types, promotions and price changes helps hotels of all sizes compete better and increase revenue. Try it FREE today.
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Hotel Yield Management Strategy: Monitoring New Room Type Offerings

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Hotel management has gotten more creative over the years and started to offer all kinds of room types. What was once a 1 King, Non-Smoking room is now an Ultra Deluxe King, Forest View (Non-Smoking). Hotels have even started to offer complex promotions within their room types. Free drinks, appetizers, show tickets or even free nights enter the picture regularly for potential guests to meander through.

Oftentimes, revenue management will take into account the average daily rate for each competitor and compare the rates to their own. This worked well in a simpler world where most hotels had three or four primary room types. A simpler time, with simpler yield management techniques. However, with hotels offering ten or even twenty different room types, ADR has become a more difficult number to understand, especially when evaluating your competition. It can be even more difficult when factoring in things like resort fees, which may be waived on certain room types that further skew the comparison.

All of this movement is difficult to track without great hotel technology to help. RateShepherd notifies its customers of any room types that have newly entered the market within the last seven days. It will even let customers know if it has not seen the room type in awhile, just in case the competitor is bringing back an old promotion that had been put to sleep.

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Hotel Yield Management Strategy: Market Monitoring & Suggested Rate Changes

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Hotel revenue managers can always use a little help when adjusting rates. Manual rate shopping can help provide a view of the competition. However, without hotel software to help, hotel management could be missing a revenue opportunity. Oftentimes a rate shopper can provide data, but that does not give much insight into what the overall market is doing. This presents a unique challenge, because one or two competitors may have fallen asleep at the wheel. If those are the only hotels in your rate shopping routine, it can put your revenue to sleep too.

Rates are constantly on the move across entire cities/markets due to events, holidays or just good weather can even turn a mediocre weekend into a sell out in 24 hours. Without a good understanding of the direction the market is moving, you will lose out on hotel revenue. This issue is compounded when you take into consideration that these market changes could be happening 90 days out in the booking window. So how do you keep track of daily market activity throughout your forecast in order to still be competitive?

It was these problems that lead the Rate Shepherd team to develop our Suggested Rate Changes report. This report gives hotel management extra support to analyze the direction their competitors are moving their rates. Yield management becomes easier because when hotel rates are too low or too high, our report will identify the room type and rate that are out of line with the market. It will even suggest what your market rate should be to put you in alignment with your competitor’s position. Hotel management can then make an intelligent decision on how high or low they want to go given this information.

When one of our major brand customers in Vegas used our Suggested Rates Report for the first time, they quickly realized that they had forgot to raise their rates for one room on New Years Eve. Our tool quickly pin pointed this error and suggested a $100 dollar increase based on the market position. They took this suggestion and still sold out the room. Given that our product costs less than $100 per month, they quickly paid for year’s worth of our monthly fees with only one rate change. This is the type of value we strive to bring to our customers every day.

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Hotel Yield Management Strategy: Price Monitoring within a 72 hour booking window

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50% of hotel revenue is booked within 72 hours of the stay date. That is why hotel management has often had full time employees act as a rate shopper to monitor the competition. Manual processes can lead to error and with hundreds of rate changes happening within 24 hours of the stay date, it is impossible to keep up with. Smart hotel management professionals enlist the help of software to solve this challenge. However, the price of this technology also leaves it out of reach for the smaller hotels.

Yield management is as much an art as a science. Without the latest hotel technology it is not possible to keep hotel revenue maximized, but many pieces of hotel software are complex and expensive. They can take days or even months to setup and configure. Oftentimes the software spends more time telling hotels about opportunities that have already been missed rather than telling them what they can do next. It is these industry issues that demand a technology solution that provides you proactive information at an affordable price.

Rate Shepherd is an automated rate shopper that takes the hassle out of manual rate shopping and helps hotel managers find their options in just a few minutes. Our latest feature RapidWatch is a critical tool for hotel management to have. RapidWatch gives hoteliers the ability to actively watch competitors during the current day’s booking window. It monitors key competitors real-time so that you don’t have to. When it sees them make a change it will notify hotel management via email so that they have the pricing information needed to make an intelligent decision. Better yet, it is affordable.

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The Danger of Set & Forget Hotel Rate Management

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This recent hotel management article: Real World Tips for Driving Rate and Revenue highlights the trend in the hospitality industry towards the OTA relationship and how to drive revenue. The industry has seen tremendous growth with the transient customer and a preference towards last minute booking. Hoteliers are seeing the booking window shrink and it has become critical to closely monitor rates within the 72 hours window.

In the Las Vegas market most hoteliers change at least 10 rates per day over their 90 day forecast. That means, each day they are evaluating a change in yield for at least 10 stay dates in the future. However, many of the strongest competitors in the market make changes to all 90 days in the forecast on a daily basis. To further prove the point, many hoteliers make multiple changes per day to the rates 1, 2 and 3 days in the future.
Recently RateShepherd began tracking same day changes in the market to see how the transient customer is affecting yielding. We chose to look at two competitors with similar target demographics and price points, Hooters and Las Vegas Hotel. Hooters has had a tendency to lower their rates for the short term booking window, while LVH has tended to yield up as high as 40% for same day bookings.

Fortunately for the Las Vegas market rates changes have been trending up, suggesting that hotels are yielding up as the booking window shrinks. This is great news in response to the transient customers’ preference towards short booking windows and last minute decisions. Venetian seemed to play the game the tightest where only 19% of their changes resulted in a lower rate and 81% of their changes resulted in a higher rate. MGM properties followed with similar trends.

All of this information points towards a paradigm shift for hoteliers. In the past, occupancy ruled the roost. This is no longer the case. The new customer is driven by flexibility and short term bookings. Without a thorough understanding of the price changes in the market, hoteliers will lose revenue because their rates will not be competitive. The days of “set and forget” are over.

If you’re interested in how you can track your competitors using RateShepherd and our unique RapidWatch product check out our free trial.

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History No Longer Reflects the Future in Hotel Revenue Management

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Tnooz has a great article identifying 8 things that smart hotel revenue managers do differently.   The article can be viewed below:

Eight things smart hotel revenue managers do differently – Tnooz.

We cannot agree more with point number 8 stating that  “History is no longer a true reflection of the future“.  At, we remain dedicated to providing hotels competitive rate intelligence that allows hoteliers to more effectively manage price position in the forecast.   There are many companies out there providing historical rate analysis and trends for hotels. This article clearly points out that using history to shape the future no longer works.

In this technology age, the consumers are becoming very smart related to price. They have numerous tools to make their search for the best deal fast and easy for them, as pointed out in this article under “2. New vistas, new insights“.    For that reason, we believe that Hoteliers should be equipped with even more sophisticated technology tools to help them be competitive in their market.  After all, the consumer only has to worry about finding the best deal for their stay dates.  The hotel has to effectively manage their price position to attract the consumer for each and every day in the forecast.

If you are looking for a great competitive rate shopping tool for your hotel that will also provide you intelligence to help you quickly isolate rate position opportunities in your forecast, then please check our plans and pricing.  Please  contact us if you have any questions.



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