For years, hoteliers have juggled the delicate balance between competitive pricing and exceptional guest experiences. But let’s face it—the old way of setting seasonal rates and hoping for the best no longer cuts it. Revenue management has evolved. It’s about real-time adjustments, automation, and guest personalization to maximize profitability.
In a recent webinar with RoomPriceGenie, Smart Host, and straiv, industry experts discussed the effects of applying data-driven revenue strategies, dynamic pricing, and guest personalization and how hoteliers can use them to stay ahead.
If you’ve ever wondered how to increase revenue while keeping guests happy, this one’s for you.
Why Guest Data is Hospitality’s Most Valuable Asset
In the hospitality universe, the PMS (Property Management System) is the sun, and surrounding it are the essential tech solutions that power modern hotels. Without structured data and system integration, valuable guest insights remain locked away, unused, and unoptimized.
Alex Hausmann, Founder of straiv, explained how digitized registration forms do more than eliminate paperwork—they capture crucial guest information:
“Hotels often overlook the potential of digital registration forms. Beyond compliance, they collect valuable data like personal details, travel purpose, and payment preferences—allowing hotels to tailor guest experiences and marketing strategies.”
Here’s a real-world example:
- A guest returns to a hotel and updates their address in a digital registration form.
- This update syncs automatically with the PMS and CRM.
- The hotel later runs a last-minute weekend deal, targeting guests within a 200km radius.
- Thanks to the updated address, the returning guest is now included in the correct segment—leading to higher conversion rates and direct revenue growth.
The Problem? Many hotels don’t have a strategy for utilizing guest data. Information is stored in silos, and disconnected tech stacks prevent the exchange of data.
Tim Heeg, CEO of Smart Host, emphasized the power of structured data in driving repeat business and boosting direct bookings:
“Only 15% of hotel guests in Germany return to the same property, yet they generate 30% of revenue. Loyal guests book upgrades, order more services, and cost 15-25% less to acquire than new customers.”
By using CRM tools to track booking behavior and preferences, hotels can send personalized offers at the right time—not just generic ones included in mass emails.
Dynamic Pricing: The Key to Maximizing Revenue
While guest data enhances marketing and personalization, pricing strategy ultimately drives revenue growth. Hotels traditionally relied on seasonal pricing, adjusting rates based on summer vs. winter demand.
But that’s no longer enough:
“The industry is moving from seasonal pricing to hyper-dynamic pricing. Prices now adjust daily—sometimes even hourly—based on real-time demand signals.”– Hendrik Niehues, Business Development Manager at RoomPriceGenie
With 68% of bookings made online and 85% of travelers prioritizing price, hoteliers must ensure their rates remain competitive at all times.
And here’s the real game-changer: guests expect dynamic pricing.
In fact, a study by ZHAW School of Management and Law found that fluctuating hotel prices have no significant influence on overall guest satisfaction.
By combining automated pricing with guest data-driven marketing, hotels can ensure they’re not leaving revenue on the table.
Personalization: The Secret to Guest Loyalty and Higher Revenue
Personalization isn’t just about guest satisfaction or a “nice touch”—it’s an essential driver of revenue and direct bookings. Hotels that tailor their marketing, pricing, and upsell strategies convert more bookings and keep guests returning.
Why does it matter? Guests often ignore generic promotions but engage with offers tailored to their preferences.
Timm Heeg from Smart Host explains:
“Guests expect relevant and timely communication. If you send a generic offer, it gets ignored. But if you tailor promotions based on guest preferences, previous stays, and behavior, conversion rates skyrocket.”
Practical ways to personalize the guest experience:
- Segmented offers: Business travelers, families, and couples all have different needs—send them promotions that make sense.
- Pre-arrival upselling: Offer room upgrades, dining packages, or late check-outs based on guest history.
- Direct messaging: SMS and WhatsApp messages have higher open rates than email, increasing engagement with your offers.
With Smart Host, you can automate targeted guest messaging, increase direct bookings and upsell conversions—without adding manual work.
Data-Driven Decision-Making for Higher Revenue
Your property is already collecting tons of valuable data—but are you using it effectively?
Let’s put it this way: if your competitors are using data-driven pricing and personalized marketing while you’re relying on set rates and mass emails, who’s going to win?
The solution?
- RoomPriceGenie ensures your pricing is always competitive and in line with demand and market trends.
- Smart Host creates highly targeted email campaigns based on guest preferences and past behavior.
- straiv digitizes guest communication, reducing front desk workload while enhancing guest experience.
“If a guest sees the right price at the right moment—and receives a personalized message about an upgrade or service they actually care about—your chances of converting them into a direct booking skyrocket.” – Smart Host
Use data from your PMS, CRM, and booking engine to adjust pricing dynamically and send personalized offers. For example, if a past guest has booked a spa package before, send them an exclusive offer for their next stay.
Automation is the Key to Efficiency (Without Losing the Human Touch)
Many independent hoteliers hesitate to embrace automation, fearing they’ll lose control or reduce the personal touch that makes their hotel unique. But as the webinar panelists explained, automation isn’t about replacing human interaction—it’s about enhancing it.
Alexander Haußmann from straiv highlighted the impact of digitalization on guest interactions:
“Automation allows hotels to focus on hospitality rather than admin. If front desk staff aren’t stuck processing paperwork or adjusting prices manually, they have more time for guest engagement.”
straiv enables hotels to automate check-ins, guest messaging, and upselling while maintaining a high level of service. Combined with RoomPriceGenie and Smart Host, hotels can create a seamless experience that increases revenue while improving guest satisfaction.
The Bottom Line: More Revenue, Less Stress
The hospitality industry is shifting towards interconnected, data-driven decision-making. Here’s what independent hoteliers need to focus on:
- Utilize guest data effectively – A structured approach to CRM unlocks higher guest retention and direct bookings.
- Embrace dynamic pricing – Automated revenue management ensures you don’t miss out on revenue opportunities.
- Automate to improve guest engagement – Digitalization reduces admin workload and allows for more personalized service.
By integrating solutions like Smart Host, straiv, and RoomPriceGenie, hotels optimize their pricing, enhance guest experiences, and drive more direct revenue—all with less manual effort.
Want to see these strategies in action? Visit us at ITB Berlin or book a demo to experience the power of data-driven hospitality firsthand!
To learn how RoomPriceGenie can help your property increase your property’s profitability, start your free trial of our automated pricing solution today!
