We have all worked with or simply met pricing professionals across the entire talent spectrum. What do they all have in common? Unanimously, every single last one (even the greatest) leave money on the table. It’s a simple fact. Some hotels leave little, others quite a bit – even the greatest hotels with advanced systems leave money on the table everyday.
Hospitality pricing professionals subscribe to at least a few different pricing techniques, with different strategies around property forecasts and pricing against what the market is demanding. Unfortunately, today many pricing professionals are routinely in a reactive pricing position which always leaves money on the table.
The very intent and purpose of revenue management is to be proactive.
If you have great demand for a specific day, you might raise the price (usually up to the next higher price set in your system). You probably even spot check your rates against the comp set published pricing, to validate that you feel good about your new rate. Set it and forget it (well, forget it for a few days anyway, then I’ll check it again… right?).
What if the market pricing is trending up? What if people shopping you are comparing you against hotels not programmed into your STR report comp set (higher or lower ‘tier’ properties)? What if you are now priced at $159 yet the market will very soon be priced at $199? What if you knew that ahead of time – would you price at $179 instead of only $159? Maybe $189? This is a Price Gap.
This is the definition of Price Gap: It’s not simply that you are priced lower than your comp set… it’s when your price point is lower than it should be… and you are leaving money on the table.
Mind the Gap. Identify your Price Gaps with the Market Fare Forecast and start capturing that Gap revenue today.
Now that’s being proactive!
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