Increasing Revenue and Guest Satisfaction: The Art of Hotel Pricing

As a hotelier, your ultimate objective is to guarantee the success of your establishment. A vital aspect of accomplishing this goal is to effectively price your rooms. Dynamic pricing, particularly for last-minute bookings, can have a substantial impact on both your revenue and the satisfaction of your guests. So, let’s dive in and explore some strategies that will help you master the art of dynamic hotel pricing.

1. Utilise Technology:

To increase your revenue and stay ahead in the competitive landscape, it is crucial to embrace modern pricing technology and software. These innovative solutions enable you to monitor demand, occupancy, and competition in real-time, providing you with valuable insights into market dynamics.By leveraging these tools, you can make dynamic adjustments to your room rates on the fly, allowing you to capitalise on fluctuations in demand, including those often observed with last-minute bookings. You can also greatly enhance your revenue management efforts and contribute to long-term business success.

To begin, we recommend choosing Property Management Software (PMS) such as Preno that has dynamic pricing capabilities built-in. It will enable you to automate and streamline your pricing strategies, freeing up time for other essential tasks.

Technology does not only boost revenue; it plays a significant role in enhancing guest satisfaction. Through advanced pricing tools, you can create flexible pricing strategies that cater to a wide array of travellers. By adjusting prices according to demand and guest profiles, you offer value for money, which is often more satisfying to guests than a static, one-size-fits-all pricing model.

2. Understand Your Data:
To establish an effective pricing strategy, it is crucial to have a comprehensive understanding of your historical booking data. By analysing trends in occupancy, seasonality, and the behaviour of various customer segments, you can gain valuable insights into your hotel’s performance.

Additionally, knowing when and why your hotel tends to experience last-minute bookings can provide you with the necessary information to plan and optimise your pricing strategy accordingly. This deeper level of understanding and attention to detail will enable you to make informed decisions that maximise revenue and enhance overall profitability.

For example, if you see a surge in bookings during the summer months, you can adjust your room rates accordingly to capitalise on this peak demand. Similarly, if you notice a pattern of low occupancy during certain weekdays, you can offer attractive deals and discounts to attract more guests and fill up these empty rooms.

A deep comprehension of your data not only assists in making profitable pricing decisions but also plays a significant role in increasing guest satisfaction. When you understand the preferences and behavioural patterns of your guests, you can offer them personalised and competitive pricing.

By gaining insights into booking trends, you can proactively prepare for periods of high demand and guarantee your loyal guests continuous access to rooms. This not only enhances satisfaction but also nurtures loyalty. Ultimately, data-driven pricing strategies play a pivotal role in creating an exceptional guest experience.

3. Monitor Competitors:
To optimise your pricing strategy, it’s crucial to closely monitor and analyse the activities of your local and regional competitors. While dynamic pricing should be based on your occupancy, it’s equally important to take into account what other hotels in the area are offering. By keeping a watchful eye on your neighbouring hotel, for instance, you can identify if they are experiencing high demand and capitalise on this opportunity by adjusting your rates accordingly for last-minute bookings. This thoughtful approach ensures that you stay competitive in the market while maximising your revenue potential.

4. Offer Value-Added Packages:
Create enticing packages that go beyond the ordinary, offering delightful extras like a delectable breakfast to kickstart their day, indulgent spa treatments to unwind and rejuvenate, or captivating city tours to explore the hidden gems. By bundling these exceptional services, you not only provide added value to your esteemed guests but also have the opportunity to maximise your revenue potential. Tailor these packages meticulously, with the intent to entice bookers who seek the perfect blend of convenience and comfort, ensuring an unforgettable experience that surpasses their expectations.

5. Communicate Transparency:
To ensure the success of your business, it is crucial to have a pricing strategy that promotes transparency. Customers appreciate and value honesty when it comes to financial matters. Nobody likes surprises such as hidden fees or sudden price increases.

For example, if you charge a resort fee, be upfront about it on your website and during the booking process. This way, guests know exactly what to expect when they arrive at your property, resulting in fewer complaints and more satisfied customers.

By being upfront and straightforward about any additional charges, you establish trust and foster a positive customer experience. Transparency not only builds confidence and loyalty but also enhances guest satisfaction, ultimately contributing to the overall success of your business.

6. Loyalty Programs:
We’ve said it before, and we’ll say it again – loyal customers are the backbone of any successful business. Offering special discounts and perks to returning guests not only incentivises them to choose your hotel over others but also encourages them to book in advance, reducing the chances of last-minute bookings. By implementing a loyalty program, you not only create a sense of exclusivity for your loyal guests but also establish a consistent and reliable revenue stream for your hotel.

7. Diversify Distribution Channels:
To maximise your hotel’s visibility and reach a wider range of potential guests, consider making your accommodations available through a variety of online travel agencies (OTAs) as well as your website through a Booking Engine. By diversifying your presence across different channels, you can cater to the preferences of various traveller segments and increase your chances of attracting a broader audience. This multi-channel approach allows you to tap into different booking preferences and ensure that your hotel remains accessible to a diverse range of guests.

In terms of pricing, every OTA comes with its commission and fees. It’s essential to understand each platform’s pricing structure, as well as the audience it appeals to, to make informed decisions about how much you should charge per night on each channel. We recommend you charge less for direct bookings through your website, as it helps you avoid paying any commission fees to third-party providers and fosters a direct relationship with your guests.

8. Flexibility Is Key:
To optimise your pricing strategy, it’s important to embrace flexibility. This means not only considering rate increases but also taking advantage of opportunities to offer discounts during periods of low demand. One way to do this is by using dynamic pricing. This approach involves adjusting your rates in real-time based on demand, occupancy, and other market conditions.

For example, if you notice a sudden decrease in bookings for a particular period, you can use dynamic pricing to automatically lower rates and attract more guests. Similarly, if you notice a pattern of low occupancy during certain weekdays, you can offer attractive deals and discounts to attract more guests and fill up these empty rooms.

By being flexible with your room rates, you can attract more guests and maintain a steady flow of revenue throughout the year. Additionally, flexibility also means offering different price points for various room types or packages to cater to a wider range of budgets and preferences. Remember, a well-crafted pricing strategy can be a powerful tool in driving business growth and achieving long-term success.

9. Gather Guest Feedback:
An important aspect of providing exceptional hospitality is actively listening to your guests and learning from their experiences. By attentively seeking and considering their feedback, you can gain valuable insights that can be used to refine your pricing strategy and enhance overall guest satisfaction. Taking the time to understand their needs and preferences will ultimately contribute to creating a more tailored and memorable experience for every guest.

For instance, if you consistently receive feedback about high prices for certain services, it may be necessary to re-evaluate your pricing strategy and make adjustments accordingly. Similarly, positive feedback about value-added packages or loyalty programs can encourage you to continue offering these options to attract more guests.

10. Train Your Staff:
To make sure every guest has a seamless experience, it’s super important to keep your front-line staff in the loop about your pricing strategy. When they’re armed with knowledge about special promotions and package deals, they can make guests feel right at home. Whether it’s pointing out the added value they’ll get or giving personalised recommendations, their keen attention to detail and ability to explain the benefits will make a lasting impression.

It’s a good idea to provide your staff with regular training and updates on current pricing strategies, promotions, and packages. This will not only ensure that they are informed and prepared to assist guests but also allow them to act as brand ambassadors for your hotel. After all, a well-informed and enthusiastic team can make all the difference in creating a positive guest experience.

Pricing strategy is an essential component of a successful hotel business. By implementing these tips, you can ensure that your pricing strategy is effective, transparent, and flexible to cater to the diverse needs and preferences of your guests. Remember to regularly review and adjust your prices based on market trends, guest feedback, and other factors to remain competitive and maximise revenue.

Consistently providing value for money will not only keep your guests coming back but also contribute to the long-term success of your hotel. With a well-crafted pricing strategy in place, you can create a memorable and enjoyable experience for every guest while simultaneously driving business growth. So don’t underestimate the power of an effective pricing strategy – it can be the difference between a good hotel and a great one.

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About the author

Kendra, the Marketing Content Manager at Preno, brings her expertise in Marketing and Communications to help hoteliers stay ahead of the curve. With a deep passion for the industry, she is committed to providing valuable insights and strategies for success.

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