When Kipara relaunched after major refurbishments, it faced an immediate challenge: a new room mix, an expanded inventory, and no usable historical data to guide pricing.

“We relied heavily on high-level market data and assumptions,” Jarratt explains. “That meant constant monitoring and many manual updates just to keep up.”

The Airlie Beach market moves fast:

- Competitors change rates daily
- Frequent promotions shape demand
- Guests are extremely price-sensitive

To stay competitive, Jarratt had to run repetitive searches across OTAs, update rates manually, and react to sudden shifts.

The result?

- Underpricing on high-demand dates (“booked out too early”)
- Overpricing on others (“consistently lower occupancy”)
- A growing time burden across multiple properties

“As a revenue manager working with multiple hotels, I need to use my time efficiently. Staying on top of the market manually just wasn’t sustainable.”