Automated pricing software saves hoteliers countless hours of time by taking care of day-to-day pricing decisions. But hoteliers aren’t off the hook entirely. By implementing the following pricing strategies, you can help the solution maximize revenue potential.

Commencer par des objectifs clairs

Before establishing the settings in your hotel pricing software, clarify your overall revenue objectives. Do you want to drive higher occupancy or higher rates? Do these priorities change at different times of the year?

Par exemple, si votre property est nouveau ou a été récemment rénové, vous pouvez donner la priorité à l'occupation du bâtiment en pratiquant des tarifs moins agressifs. Si votre property est bien établi et que la demande est forte, vous pouvez décider d'être plus agressif dans vos tarifs.

Ne soyez pas timide en matière de prix

Most hoteliers undervalue their property, fearful of pricing too high and losing potential bookings. Yet hotels that charge higher rates than their competitors generate higher revenue per available room (RevPAR), selon une étude de l'université de Cornell.

When you start out, experiment with the software’s settings to see how they affect occupancy and revenue. And rest assured that the pricing software will only go to the maximum price if the data indicates the market will bear such rates.

Améliorer l'évaluation des visiteurs

An essential part of rate strategy is ensuring that the service and quality standards you deliver are commensurate with the prices you charge. If you receive frequent complaints about pricing or value, you may need to review your pricing settings.

At the same time, take a good look at the guest experience. Are there ways to strengthen value perception and improve guest reviews without lowering your rates, such as by enhancing amenities and services? 

Higher guest ratings will increase your pricing power. A study from Cornell a montré que si un hôtel augmente sa note d'évaluation d'un point sur une échelle de cinq points, il peut augmenter son prix jusqu'à 11,2 % sans affecter le taux d'occupation.

Gérer l'inventaire des salles

Do your entry-level rooms always sell out first, resulting in premium rooms sitting empty or given away as upgrades? Try setting smaller pricing differentials between room categories. And throw in value-adds with suites like breakfast or late checkout. 

If you receive a lot of cancellations, consider offering a deeper discount on nonrefundable rates and charging a premium for flexible cancellation. And if you often book up on weekends, use stay restrictions like minimum length of stay and closed to arrival to boost occupancy on shoulder nights.

Contenir les coûts d'acquisition

More revenue is nice, but higher profitability is even better. If many of your bookings come from OTAs, the commission fees are cutting into your profits. If your pricing is right, you shouldn’t need to avoid OTAs, but you may want to lower your dependency on them.

Avant de participer à des promotions qui exigent des commissions ou des remises plus élevées, calculez les coûts totaux et les tarifs nets. Si vous pouvez vendre ces chambres sur des canaux directs moins coûteux, vous serez beaucoup plus avancé. 

Générer la demande

Pricing software is designed to optimize rates for existing demand. You will achieve even better results by engaging in marketing activities that generate higher demand. And that starts with the basics.

• Your website should feature high-quality imagery, helpful information, and simple navigation, with a real-time booking engine and a best-rate guarantee.

   

• Your profiles on OTAs, Google, and distribution channels should be detailed, appealing, and up-to-date to help drive conversions.

   

• Promotions advertised by email and cost-per-click ads on Google, Facebook, or Instagram can be an effective way to entice guests back and find new guests.

Working together, hotel operators and pricing software make the perfect team, combining the strategic thinking of hoteliers with the speed and efficiency of automation to drive more bookings at higher rates – all day, every day of the year. 

Vous voulez en savoir plus ? Consultez notre guide gratuit, Comment augmenter votre chiffre d'affaires grâce à la tarification automatisée ?.