Crafting a pricing strategy that truly works for your hotel involves navigating through the intricate landscape of market competition and customer demands. In the dynamic hospitality industry, where the back end is considerably more complex than the seamless front of the house, the significance of a well-thought-out pricing strategy cannot be overstated.
Regardless of your hotel’s type or room count, a winning pricing strategy is a crucial element for success. It not only sets you apart from competitors but also acts as a barrier to new entrants in a fiercely competitive marketplace.
However, a misstep in pricing can have detrimental effects on your chances of thriving in the industry. That’s why understanding the nuances of an effective pricing strategy is paramount for increasing your market share and ensuring long-term success.
In the upcoming discussion, we will unravel the layers of hotel pricing, providing you with a comprehensive guide to the top 10 strategies that can elevate your pricing game and contribute to the overall success of your hotel business. Join us as we delve into key factors, effective pricing techniques, and essential considerations that will empower you to master the art of crafting a winning pricing strategy for your hotel.
1. Anticipate Future Demand and Performance with Forecasting
You can’t just wake up in the morning and decide that today your double room will cost €100. Prior to this decision, you need to do some forecasting to better understand where your guests are coming from and how much they are willing to pay!
Anticipating demand and performance is key to forecasting, providing hotel management the ability to make strategic decisions on pricing.
Accurate forecasting should give a business a clear snapshot of how it will perform in the future and allow management to make any necessary adjustments. Looking at industry trends and past performance can also assist in making decisions about pricing and promotions.
While forecasting isn’t foolproof, you can make reasonably accurate assumptions based on the time of the week, day, and the state of the economy.
To read more about forecasting at your hotel, you can read: What is Hotel Forecasting – Models and Best Practices
The 4 Essential Steps of your Hotel Forecasting Methodology
These are the four most important steps to follow to simply and efficiently anticipate future demand and therefore the expected performance of your hotel business:
1. Use Historical Data — Refer to your PMS system for your historical data. It’s a good indicator of what’s next.
2. Monitor your Competitors — Always keep an eye on what’s happening in your local area. Has a similar hotel recently closed or relocated or has a competitor decided to renovate? These are all factors which could affect your market share. Not sure who the competition is? Read more here!
3. Consider Special Events and Holidays — Incorporating special events and holidays into your calendar is essential. Customers expect to see special offers and additional inclusions during seasonal events.
4. Follow Market Trends — Take a broader view and look at what’s happening within both the local and global economy. Pay attention to market trends within the hospitality industry and observe the arrival figures in your part of the world.
2. Ensure Rate Parity is Established Everywhere
One of the first things we do when working with a new hotel is to establish Rate Parity across all channels.
We accomplish that by maintaining consistent rates for the same product across all online distribution channels, based on the actual revenue you are getting from a booking – this means not counting the commission paid to OTAs.
For instance, an OTA reservation might be €100 but you are only getting €80 (assuming a 20% commission for example). The same reservation from your website will bring you €100 (but you will have to discount from that the cost of marketing and running your website).
From the consumer’s point of view, it’s beneficial if your room rates match across the web. It shows that you are dependable and helps build a relationship of trust that might later persuade them to book directly with you in the future.
So, the main principle of rate parity is that your rates should be the same across all your sales channels. It doesn’t matter if you’re selling via OTAs, your own website, or through the telephone, your rates should remain consistent. Read: What is Rate Parity and Why It Is Important? for more details.
3. Segment your Customers & Create Separate Rates
Different guests look for different things and are willing to pay different rates to get what they want. Therefore, by properly segmenting potential guests, you can be more efficient with marketing and distribution. You can then take a different approach when defining your pricing strategy!
Having in mind the different customer segments, we can then implement basic rates:
Best Available Rate (BAR)
This is the lowest, non-restricted rate which guests can book. It’s available to all and can change from several times per day to per week.
Corporate and/ or Partners rate(s)
This is a restricted rate that has been set through an agreement between the provider and an entity such as a corporation. This rate is normally calculated based on the assumption that bookings will continue to generate repeat business.
Group rates
A group rate is generally given to a large travel party who book a significant number of rooms during a specific period of time. In many cases, groups are given a discounted group rate by hotel operators.
As the channel connectivity grows and guest booking sources expand, we can look into more pricing options too.
4. Use Length of Stay (LOS) Restrictions
This strategy revolves around adjusting pricing based on the length of the stay. When demand outweighs supply, it can be beneficial to implement a rule where guests are obligated to stay a minimum number of days.
For example, you already know that booking too many one-night stays on a popular night, such as a Saturday, means you’re forced to turn away more customers who want to book multiple night stays.
More importantly, you will end up having an empty hotel on Sunday because you are already booked out on Saturday and all potential multi-night bookers cannot stay at your property. In these cases, you should add a longer minimum stay policy, both to increase your occupancy and your revenue.
Alternatively, when demand is lower, you can potentially encourage guests to stay longer by offering them a lower rate if they stay for multiple days, or simply lower the minimum length of stay to one night only.
To learn more about improving Revenue with LOS, read: How to use Length of Stay Restrictions
5. Review and Improve Your Cancellation Policy
Cancellation policies can also factor into a pricing strategy and help to increase revenue.
Rates can be lowered on the agreement that there are no refunds in the event of cancellation.
Alternatively, higher rates offer guests greater flexibility with cancellations.
Hotels in high demand can really benefit from no refund cancellations. By charging lower rates in exchange for foregoing a refund, busy hotels are able to sell the same room twice in event of cancellation.
Read: Everything you Need to Know About Hotel Cancellations for more on the subject.
6. Strategically Plan for Peak Periods
It’s vital to have a plan for peak periods. A flexible pricing strategy will allow your hotel to maximize profits during high demand times.
Peak periods are times of high demand, where hotels can potentially charge more for their rooms. These could be seasonal peaks or related to specific events or holidays.
For instance, if your hotel is located in a city that hosts a popular annual music festival, you should anticipate higher demand during that time and adjust your prices accordingly.
Adapting your pricing during peak periods doesn’t mean overcharging guests. It’s about finding a balance between making a profit and providing value to your customers.
7. Leverage Technology to Aid Your Pricing Strategy
Utilizing technology is an effective way to keep track of and apply your pricing strategy.
Revenue Management Systems (RMS) help streamline the complex process of pricing. These systems use algorithms and AI to analyze historical data, competitive set data, and forward-looking market information to suggest optimal pricing.
In addition to RMS, Channel Managers (CM) can also be used to ensure rate parity across all your distribution channels.
By combining technology with a sound pricing strategy, you can effectively manage rates and increase profits.
8. Leverage Discount and Last-Minute Offers
Use discount codes and last-minute offers to bolster customer loyalty and maintain high occupancy. Distribute codes to past guests via various channels, subtly encouraging them to book directly again.
These codes can also persuade guests from third-party channels to book directly next time, saving commission fees.
Last-minute offers attract spontaneous travelers and bargain hunters, aiding in achieving full occupancy. Ensure these offers cover costs and generate profit while promoting them effectively to create urgency. These strategies can form a powerful segment of your revenue management toolbox.
9. Maximize Revenue with Exclusive Packages and Upselling
Boost your revenue by creating exclusive packages and leveraging upselling and cross-selling opportunities. Craft packages bundling room bookings, local tours, and special meals at a discounted rate, enhancing guests’ perceived value and encouraging more bookings.
Simultaneously, use upselling to encourage guests to upgrade their purchases, such as moving from a standard room to a suite.
Meanwhile, cross-selling refers to suggesting services like spa treatments or guided tours that enhance guests’ stays.
These strategies not only raise your revenue but also offer memorable experiences, increasing the likelihood of return visits. Learn more about these strategies with these articles:
- How to Generate Additional Revenue by Creating Packages & Supplements
- 4 Tips on Upselling at Your Hotel and Increasing Revenue
10. Review and Adjust Your Pricing Strategy Regularly
Your pricing strategy is not a one-and-done deal. The market conditions are constantly changing, and your pricing strategy needs to evolve along with them.
Regularly reviewing your pricing strategy and making necessary adjustments is a crucial step towards success. By doing so, you can ensure that your pricing remains competitive and profitable.
Remember, a good pricing strategy is about more than just setting the right price. It’s about understanding your market, anticipating demand, leveraging technology, and adapting to change.
By following these steps, you can create a pricing strategy that not only increases profits but also improves guest satisfaction and loyalty.
Tools like PMS (Property Management System) and CM (Channel Manager) only assist lodging establishments in operating more simply, saving time, and being more efficient compared to not using them. However, that is not the root of growth or the challenges faced in the accommodation business. If you want to effectively manage OTA channels and create stable growth, you should have a clear understanding of how OTA platforms operate, such as their nature, operational models, and how they display, calculate displayed prices, and collect prices (after deducting commissions). Of course, larger hotels that want to approach it systematically will do it synchronously from the beginning, but smaller lodging establishments wanting to reduce operational costs should overlook it and focus on optimizing display and providing outstanding customer care.
Synthesized by: OTA Lyst
