In the ever-evolving hospitality industry, the pressure to remain competitive and agile is immense – particularly in high-demand, dynamic markets like Dubai.
For The First Group Hospitality (TFG), a growing hotel portfolio transitioning from a manual revenue management approach, success came from embracing a new era of data-driven decision-making powered by a robust integration between SHR’s Revenue Management System (RMS) and HotelIQ’s decision intelligence platform.
NB: This is a case study interview with HotelIQ, one of our Expert Partners
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This case study, as shared in a recent conversation with Muhammad Hamoud (Head of Revenue Management Analytics at TFG), Sameer Umar (COO at HotelIQ), and David Esteban (Product Manager, SHR RMS), is a compelling example of what happens when technology and human expertise align.
From Manual Pricing to Scalable Intelligence
When Hamoud joined TFG, he brought with him over 16 years of experience, including time at Marriott International, where sophisticated systems and frameworks were standard. TFG, however, was at a different stage in its digital journey. Some properties used basic or outdated systems, while others relied entirely on manual pricing – managing room types, rate changes, and forecasting across a growing portfolio without automation.
As Hamoud explained, the pace of the Dubai market meant that manual systems were not only inefficient but also missed opportunities. “By the time a team priced one hotel for the year, the market had already shifted,” he noted. It quickly became clear that transformation was not optional – it was essential.
The Power of Integrated Solutions
TFG had already been working with HotelIQ since 2022, leveraging its analytics capabilities for channel analysis, lead time insights, and business mix reviews. But the missing link was an RMS that could adapt to TFG’s unique needs – one that could price dynamically, react to real-time data, and scale fast.
Enter SHR RMS.
According to Hamoud, SHR stood out for its flexibility, real-time pricing, and granular control. “You can price room types by supplement, adjust pricing by child or second adult, and see live pickup responses within hours,” he explained. Unlike many systems that take hours – or even days – to reflect changes, SHR RMS adapts dynamically, allowing TFG to keep up with Dubai’s fast-moving market.
And for new properties with no historical data? SHR RMS still delivers. With the help of advanced machine learning, the system can adapt quickly, borrowing data patterns from comparable properties and markets. This allowed TFG to onboard three new properties in three months – without waiting for data to “warm up.”
The Human Element: Still Essential
While the AI provides forecasting, pricing, and optimisation at scale, human input remains vital. David Esteban emphasised SHR’s Strategy Builder, which allows teams to insert local knowledge and commercial constraints – like pricing preferences or loyalty-driven flexibility – into the system’s logic. “It’s not about replacing hoteliers. It’s about empowering them,” he said.
That empowerment showed in the results. Teams moved from spending hours inputting data to analysing and acting on insights. Forecast accuracy improved significantly (with a margin of just 1.4%), and general managers began trusting the system’s recommendations more confidently.
A Cultural Shift and a Roadmap for Growth
Change management was key. Hamoud rolled out SHR RMS gradually – one property at a time – allowing teams to see success firsthand. This method eased resistance and built internal momentum. “Now they forget they ever priced manually,” he joked.
As TFG expands, their partnership with HotelIQ and SHR is poised to scale with them. Together, these tools provide not just tactical pricing, but strategic, enterprise-level oversight.
For hotel general managers and revenue leaders, TFG’s journey highlights a critical truth: automation doesn’t replace expertise – it amplifies it. And when the right systems are paired with experienced minds, the result is smarter, faster, and more profitable decision-making.
Video Timeline
00:00 – Welcome, Introduction and Soundbites
05:25 – Into from Muhammad (Hamoud) Al Hamoud
06:13 – Into from Sameer Umar
07:24 – Into from David Esteban
08:42 – Sameer sets the scene for this case study discussion
10:55 – Hamoud shares initial differences he noticed after joining TFG from Marriott
14:20 – Hamoud outlines what revenue management culture existed in TFG
16:43 – Evaluating RMS solutions and why SHR RMS
22:28 – David discusses how AI is playing a greater role in hotel revenue management
27:54 – Hamound outlines changes he has been making in TFG
32:06 – How has the team reacted to the introduction of technology
36:43 – Sameer outlines the positive impact of bringing together HotelIQ and SHR RMS
41:10 – Hamound outlines how this technology combination is adding value
49:00 – David offers his final thoughts
50:54 – Samir offers his final thoughts
52:40 – More videos and subscription link
