Running a hotel is like conducting an orchestra, isn’t it? There are so many different elements to harmonise.

NB: This is an article from berner+becker, one of our Expert Partners

But instead of violins and cellos, you’re working with bookings, rates, staff schedules, and guest satisfaction. To help you conduct this beautiful symphony, let’s step back and look at the broader, macro-level data trends you should be paying attention to in the realm of revenue management.

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  • Market Trends and Economic Indicators
  • Industry Benchmarks and Competitive Landscape
  • Customer Behaviour and Preferences
  • Future Demand and Occupancy Trends
  • Social Media and Online Sentiment
  • Sustainable and Eco-Friendly Trends

Market Trends and Economic Indicators

The world around us is constantly changing, and it’s no different for the hotel industry. From seasonal fluctuations to global events, external factors significantly impact your hotel’s revenue. This can range from global economic conditions, political stability, tourism trends, or even the weather! Keeping a pulse on these larger market trends can help you make informed revenue management decisions.

Industry Benchmarks and Competitive Landscape

No hotel is an island! Ever wondered how you stack up against your peers? Industry benchmarks provide an answer. They aggregate metrics, such as Occupancy, ADR and RevPar in your region or within your hotel category and offer valuable insights. They help to gauge your performance and identify areas where you can potentially boost revenue. And it’s equally important to have an understanding of new hotel openings, refurbishments, and competitor pricing strategies!

Customer Behaviour and Preferences

Remember, every guest is an ocean of data. Understanding customer behaviour on a macro level can unearth a goldmine of insights. Trends in booking behaviour, such as lead time, length of stay, popular booking channels, can help shape your revenue strategies. Additionally, recognising broader trends in customer preferences, such as an increased interest in sustainable travel or wellness facilities, can provide a competitive edge.

Future Demand and Occupancy Trends

Predicting future demand is critical for optimal revenue management. Analyse macro trends around occupancy and demand in your area. Take into consideration factors like local events, holidays, seasonality, or even trends from similar markets. This approach can guide your room yield strategies and help manage rates during peak and off-peak periods.

Social Media and Online Sentiment

You might be thinking, “What does social media have to do with revenue management?” Well, it’s a treasure trove of unstructured data that can reveal invaluable insights. Online sentiment, reviews, and trends can provide a real-time pulse of your guest’s experiences, their preferences, and overall market trends. Tools are available to analyse this data and convert it into actionable intelligence. Remember, today’s tweets can become tomorrow’s booking trends!

Sustainable and Eco-Friendly Trends

A rather unconventional but increasingly relevant set of data points lies in the realm of sustainability. More and more travellers are looking to reduce their environmental impact. They’re choosing hotels that align with these values. Consider factors like renewable energy usage, waste management, and water conservation in your hotel. Analysing trends in this space can not only lead to cost-saving and revenue growth opportunities but also elevate your brand’s reputation among the ever-growing pool of eco-conscious travellers.

So what’s all this data good for?

Thanks to data, you can really rev up your revenue planning. It’s the rocket fuel for sharper forecasts and more reliable budgets. With a clear view of past and upcoming trends, you can smoothly steer your hotel’s performance. Plus, data hands over the lowdown on your market positioning and acts kind of like an early-warning system. Whether it’s optimising your pricing strategy, uncovering hidden revenue goldmines, or swerving away from unwanted developments – the right data can make it happen. Last but not least, your data lays the groundwork for shaping your hotel strategy. It’s all there in the numbers, (mostly)!


So, here we have it! By focusing on these broader data trends, you can gain a more comprehensive understanding of the factors influencing your revenue management. Sure, it’s tempting to dive deep into specific KPIs, but sometimes, taking a step back and looking at the bigger picture can provide a more nuanced understanding of your business.

Keep in mind that the art of revenue management isn’t simply about crunching numbers. It’s about using those numbers to tell a story, to predict the future, and to create effective strategies. So get ready to bring some music to your revenues!

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