I want to explore this crossroads by telling the stories of two commercial managers – one who still trusts his instincts and another who has fully embraced data.
NB: This is an article from Demand Calendar
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Through their stories, we’ll see how both approaches shape the way they run their hotels and the impact it has on their success. It reflects how the industry is changing and why finding the right balance between intuition and information is vital to thriving in today’s hotel environment.
Meet the Managers
The Veteran: John (50s)
John is a seasoned hotel commercial manager with decades of experience. He’s seen the industry’s ups and downs, navigated countless economic shifts, and weathered more competitive changes than he can count. His career began at a time when the tools for analyzing market data were far more limited than they are today. As a result, John had to rely heavily on his gut feeling – honed through years of managing different properties, understanding the local market, and learning from successes and mistakes.
The Data-Driven Manager: Sarah (30s)
In contrast, Sarah represents a new generation of hotel managers who have grown up in a world where data is at the center of decision-making. She’s in her 30s and has been managing hotels for several years, but her approach differs distinctly from John’s. Raised in the digital age, Sarah has always had access to a wealth of information. From the start of her career, she has been trained to analyze data, spot trends, and make informed decisions based on real-time insights rather than relying solely on gut instinct.
Day-to-Day Decision Making
John’s Approach
When it comes to setting prices, John trusts his instincts. He has managed hotels for decades and has developed an acute sense of what works in his market. John doesn’t spend hours diving into reports or analyzing spreadsheets. Instead, John takes a more intuitive approach: he reviews occupancy trends, keeps an eye on local competitors, and relies on his years of experience to adjust rates.
For example, if there’s a big event in town or a holiday weekend, John knows that demand will spike and raises prices accordingly. He doesn’t bother with complex forecasting models or market segment analysis—his gut feeling tells him where the market is heading, and he acts fast. His experience and gut feeling allow him to make quick decisions without being bogged down by data analysis.
Sarah’s Approach
As a data-driven manager, Sarah starts her day by logging into Demand Calendar to review her hotel’s performance. The platform gives her a clear picture of her on-the-books data, allowing her to see current bookings compared to the forecast, monitor available room inventory, and evaluate her performance against budget and historical data.
For example, Sarah uses the data to dig deeper if she notices a dip in bookings for a particular period. She examines booking pace, assesses market demand, and compares her pricing against competitors. If the data indicates that she needs to adjust, she might tweak her rates, launch targeted marketing campaigns, or optimize promotions for specific guest segments. Everything is done seamlessly through the intuitive platform, giving her the confidence to make real-time decisions.
