It’s common for hotels to use dynamic pricing as part of their business strategy to charge prices for their rooms.
Because in this they can charge rates that maximize their revenue.
The prices will be high or low depending on the time, day, season, or similar factors.
Hence, hoteliers must keep an eye on data to get insights into customer demand and rates of room.
It is because we apply the demand and supply economic principle in this. According to this principle, when demand rises price increases and vice-versa.
Thus, it maximizes revenue based on the willingness to pay for different market segments.
In this blog, we will understand the following points:
- Why you should opt for dynamic pricing.
- How it will help you to increase revenue.
- A few examples of the dynamic pricing.
- And ways you can implement the same.
Henceforth, let’s have a look at all the points mentioned one by one.
Why dynamic pricing?
Earlier, the rates of rooms were fixed depending on the length of stay and only the number of rooms allotted is the variable factor.
But now things are improving, as price changes immediately depending on the demand and availability of rooms to maximize revenue.
This is possible due to dynamic pricing. It is also known as the time-based pricing model.
It projects the best available rates at the right time on the basis of current market demand.
- Uses technologies to change pricing strategies.
- Save time and cost.
- Improve occupancy because hoteliers will adjust room rates that eventually increase occupancy.
- Helps in making decision that maximizes profitability.
Dynamic pricing to increase revenue
Opt for a dynamic pricing system to increase revenue and occupancy in a competitive industry because they update rates automatically in real-time.
Hence, you can look into the market trends, competitors’ performance, and the price will adjust in real-time.
You must use intelligent pricing software for hotels to know the demand for rooms, the value of rooms, and services you are providing, track room inventory, the goal of your hotel.
Furthermore, adjust rates as per the guest’s willingness to pay. It will give guests the immense pleasure to pay at the rate they find reasonable.
Moreover, you will also be happy with the level of occupancy you are achieving.
Additionally, if any rooms are remaining vacant then you can manage rates to easily allow booking of rooms and maximize the chances of earning profits.
This way, you can increase room revenue, Average Daily Rate, and RevPar(revenue per room).
Instances of using dynamic pricing in your hotel
The goal of dynamic pricing is to find the highest price that the customers are willing to pay at a point in time.
- When travel is in demand in the week of Christmas and New Year, then your hotel can charge a higher price.
- Charging different prices for early check-in and late check-out.
- Likewise, in the weekend you can charge higher prices as compare to week-days.
- Similarly, guests may get to charge more money for gymming on weekend and free of cost on week-days.
All these are just examples. It is not easy to implement dynamic pricing because people will be rigid to change. Hence, you must consider data and stakeholders’ opinions before making any final decision.
For simplifying your task, I have chalked out points to implement dynamic pricing. You can have a look and understand the way to implement it.
How to implement dynamic pricing
Break down value metrics and use them
Break down prices on the metrics like the number of visitors, occupancy of rooms, revenue per room, and more.
Or you can combine multiple metrics and apply them to know how they are impacting your hotel business.
Target one section at a time
Before implementing dynamic pricing for all your customers, start with targeting different sections with different prices.
When you segment your market to implement different prices for different tiers then it will not affect your customer base.
Collecting data of customers is crucial for implementing dynamic pricing in real-time.
Only after collecting data, you will know about customers’ patterns, preferences, behavior. Thus, a better pricing strategy can be formed.
Use demand pricing where you will consider all the relevant data of customer demand and implement price accordingly.
You can increase or decrease the price after considering all the data about demand.
Don’t neglect your Competitors
You cannot survive if you charge higher than your competitors because target audiences will go to their website.
Moreover, cutting off prices more than what is expected will lower your chances of earning profits and surviving in the long run.
So, it is a tricky task to charge a price because you do not want a price war.
You can use intelligent dynamic pricing software for hotels to compare prices and track room inventory.
Continuously evolving and adjusting
At last, you cannot sit still. And should accept the fact we don’t know each and everything. Hence, you must optimize the price of your hotel rooms continuously after learning new approaches.
This way you will know the new trends running in the market and understand what suits your hotel best and adjust rates accordingly.
Thus, it improves the value of your brand.
Through this blog, I have tried to increase awareness of dynamic pricing. Because it will have a major effect on improving your hotel revenue and occupancy.
By using a dynamic pricing system, prices of the room changes daily, hourly, or in seasons as per the requirements.
Leading to maximization of profits with each customer.
Thus, we can say, you can build an effective pricing model that turns out to be best for your hotel.
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