What are the top 3 pricing factors?

Triangulation is defined as a method of pin pointing a location by measuring the distance between two points whose exact location is known, and then measuring the angles between each point and a third unknown point. The process is used in land surveying, GPS technology, and commonly to locate cellular signals.

Hotel pricing, if we break it down to the basics, is very similar to triangulation… in fact nearly identical. In our balance of art and science, we evaluate three factors: 1) Demand, 2) Need, and 3) Market Pricing. You will find the right price at the intersect, ultimately positioned based on how you weight each of the three factors.

All three factors are critical. The demand for your property and your resulting need are fairly straightforward… you already know these two factors very well. Regarding market pricing, there is an ongoing (healthy) debate as to how much your competitive set should play a role in your pricing decisions. I will promise you this… if you are ignoring your competitive set, you are the only person ignoring them. I guarantee your potential customers are not ignoring them! Your true competitive set goes beyond the four or five properties you have selected for your competitive rate shopping reports… especially if your property is in a destination market or a busy city. In fact, your actual competitive set is slightly different for every potential customer, because today’s customers are extremely savvy. To truly price correctly, we need to shift this ‘competitive set’ focus away from a strategy born decades ago, to one that leverages all the data available today revealing what the market will bear.

If demand is strong, you have little inventory left to sell and the market pricing is strong, then you should obviously raise rates (see illustration).   As these factors shift, when viewed through this lens you’ll easily see where you need to adjust. You’ll want to jump on any opportunities to capture more revenue… don’t wait!

Avoid analysis paralysis… triangulation will help keep you focused on these critical three pricing factors.

Please feel free to join the discussion by leaving your comments, or contact me directly at askjames@fare11.com. Sign up for a free trial at Fare11.com today, and visit us on Facebook.com/nopricegaps.

Set your price right and stop wasting time. Here’s how.

Piles of internal reports, competitive pricing reports, STR reports, emails from the sales team, all jamming your bandwidth and stealing your time.  Ok, usually all of these different sources of information have tidbits of valuable data, by the time you sort through it all and make sense of it valuable time has passed and now you’re late for the next item on your daily checklist.

Our team has practiced revenue management for years, and we have lived that scenario a thousand times.  It happens.  So how do you clear all that noise, save time, and make better informed pricing decisions?

You need a one-stop shop for pricing data, a tool that shows you the current published lowest daily rates, and right next to that the market fare forecast – what the competition will be charging, and what price you actually need to compete with.

If you price right at the lowest published competitive rates, you might feel good about that price today… until tomorrow when you see the competition raised their rates (or lowered them!). If only you had known that the market rates were trending up, or down, you could have been one step ahead with your pricing strategy.

Fare-1-1 delivers the Market Fare Forecast, Lowest Daily Rates, and published current Daily Hotel Rates.  Search through them with ease, see what specific hotels are priced at your rate, see who is priced higher and lower… with ease.  In seconds.

Your fancy, expensive RMS does not do that.  Fare-1-1 does.

Please feel free to join the discussion by leaving your comments, or contact me directly at askjames@fare11.com.

Sign up for a free trial at Fare11.com today, and visit us on Facebook.com/nopricegaps.