Thermae Palace Hotel

Thermae Palace Hotel is a historic property with 136 rooms, located right on the seafront in Ostend, Belgium. Combining timeless charm with modern expectations, the hotel serves both leisure guests and business clients, offering a full-service experience that includes large conference facilities and a locally beloved brasserie. Ken, the hotel director, has been in the hospitality industry for over 24 years, and deeply understands the art—and challenge—of revenue management.
Thermae Palace Hotel
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“We’ve saved at least two hours per day and reduced our stress levels significantly, while getting 5 to 7% more revenue on peak days.”

Ken Debusschere

The Challenge

Before implementing RoomPriceGenie, Ken managed all pricing manually. It was time-consuming, stressful, and highly dependent on his experience. When he was away, the risk of mistakes increased, especially when less experienced team members had to take over.

“Every day, every price was a decision I had to make, while juggling everything else.”

As a coastal hotel, Thermae Palace is highly dependent on weather conditions and must respond quickly to changes in demand, including last-minute bookings and cancellations. Balancing its historical character with modern guest expectations added an extra layer of complexity.

The Trigger

Ken had already been exploring revenue management solutions in 2018, but the COVID-19 pandemic delayed implementation.

He didn’t want to work with distorted data. After a full year of reliable post-COVID business, Ken finally decided to test RoomPriceGenie in 2023.

“I wanted to start with clean data. The year after COVID gave me that clarity.”

He first heard about RoomPriceGenie at Horeca Expo, and a trusted industry peer helped confirm the decision.

The Solution

The team started by letting RoomPriceGenie run fully automated for two months to observe results without interference.

“We decided to give the system full control for the first two months—otherwise, we wouldn’t know what it could really do.”

Today, the setup is mostly automated with minor manual overrides when the team anticipates strong demand (e.g., warm weather). Ken’s colleague Emily, with 20 years less experience in revenue management, now manages pricing with confidence and comparable results to his. They’re now exploring additional features like the Group Displacement Calculator for handling group requests more strategically.

The Result

Thermae Palace saves around two hours per day on pricing, giving the team more time to focus on guests and strategy.

Secondly, the team experiences far less stress. With RoomPriceGenie doing the heavy lifting, they no longer feel the pressure of making every pricing decision manually or worrying about mistakes when someone else steps in.

Thanks to automated dynamic pricing that responds quickly to demand, the hotel now achieves 5–7% more revenue on peak days. “The system dares to go higher than I would, and it works.” The team now trusts the system to lead, with full control when needed.

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