Wouter Geerts

Let’s place loyalty programs into a larger realm of technology that can improve and increase guest engagement and personalization. All these tools working in parallel can help achieve a truly loyal guest.

The large majority of hotels still rely on Excel spreadsheets, trial and error, and gut feeling when setting prices. In an increasingly complicated distribution landscape, many will start looking at revenue management tech to improve performance.

Revenue management systems play an important role in automating pricing, but hotels should not see these as a one-stop solution to all their problems. There are bigger strategic questions that need answering.