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Hotel Revenue Managers Fall in Love With Historical Numbers, Need More Flexibility

Excerpt from HotelNewsNow

May 24, 2014 12:00 pm

Skift Take

The hotel revenue management sector is another example where hotels’ technology investments are falling behind those of the online travel agencies.

— Dennis Schaal

Turnkey Analytics to Track Your Competitors

 / Triumph Hotels

Revenue managers grapple with home much to charge for a room based on historical data, the competition and demand. Pictured is a guest room a the Hotel Belleclaire in New York City. / Triumph Hotels


The traditional revenue-management best practices have failed, leading processes to change from a static to nimble approach, according to panelists on a webinar hosted by the Hospitality Sales and Marketing Association International University, Hotel News Now and STR, HNN’s parent company.

Panelists said revenue managers can sometimes focus too much on historical data, concentrating on the past instead of looking toward future pace and trends. “We’re showing graph after graph, trying to justify what we’re doing,” Kapur said.

Tom Botts, executive VP and chief customer officer for Denihan Hospitality Group, said historical data can often bear little resemblance to the market. For instance, some markets, such as New York, experience drastic changes, which then makes the historical data a poor representation of the current reality.

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