How eight properties increased their revenues by 19% on average with Pricepoint
Case Study
Key Insights
Introduction
How much more extra revenue can an RMS generate?
There is no genie with a crystal ball that can say with certainty “your revenues will grow by x% in a matter of weeks” as this will depend on a wide variety of factors. However, what we can say with confidence from our observations is that all properties using Pricepoint saw a significant positive change in extra revenue generated – all while running the software completely on autopilot.
The results combined in this case study were measured before the COVID-19 pandemic. This allowed us to benchmark improvements against previous years. Our goal is to always find the most relevant KPI for comparison. Sometimes it’s a previous year, sometimes it’s a period before Pricepoint’s launch at the property. There are no two identical days in history and there are always external factors that come into play but one thing has been true to date: hotels that had not been using dynamic pricing or a dedicated revenue manager on site saw the impact of dynamic pricing almost instantly from one week to the next. By looking at (1) the number of new bookings received daily, (2) their dollar value, and (3) ADR, managers could quickly tell that there was a positive impact on performance after implementing Pricepoint.
See below how year-on-year improvements were measured at various properties in different areas of the world.
Hotel Whiskey, USA
For sure our revenue wouldn’t be what it was if it wasn’t for Pricepoint. That’s the super easy thing to say”
“With Pricepoint (…), we projected $17K in hotel sales and we brought in $27K. (…) So, I think it was pretty dramatic.”
Michael, USA
Sampled properties: location and size
We carried a study on eight different properties across five countries: Brazil, Hungary, Poland, Spain, and the USA.
• The accommodation capacity ranged from 10 – 47 rooms or 32 to 198 guests.
• The average occupancy during the measured period was 66%
• The average new booking value was 71 USD (ranging from 38 USD to 127 USD)
Far too often small accommodations forget or are left behind by proper revenue management. This case study shows that proper revenue management with Pricepoint brings positive results to different kinds of accommodations.
Period of the case study
We started tracking results from the first property beginning in June 2019 and as recently as August 2020. Overall, we observed these properties for an average of 4.3 months or 131 days.
Granted, 2020 may not have been the most representative year for the hospitality industry. In a crisis like the COVID-19 pandemic, hoteliers sometimes overreact with drastic price drops to compete for a remaining demand that does not exist. Pricepoint is designed to price optimally, even in times of low demand, and ensure that the price listed by these properties is relative to the level of demand and customer price sensitivity. Unlike some of their competitors, automated revenue management helped these properties avoid a race to the bottom (famously known as price war).
Results of revenue management with Pricepoint
All properties featured in this study ran Pricepoint on full autopilot, as do nearly 100% of our customers. While hoteliers can use any number of Pricepoint’s features to stay in full control of their pricing, most property managers have no desire to intervene in our completely automated and effective process.
Pricepoint will automatically change your prices in response to occupancy level and other demand factors. This automation can make a huge difference in terms of timesaving, especially if you have multiple properties to manage! Since it does this automatically, you can increase your revenue during busy periods (or even while you’re sleeping) when you might not have reacted fast enough to increase prices yourself and capture that extra demand.
• Properties were observed for an average of 4.3 months or 131 days, between June 2019 and March 2020.
• On average these properties noted a 19% YoY growth in revenues and a 13.4% YoY increase in occupancy during that time.
• Across all properties, we saw an average YoY increase of 3,359 USD in monthly revenues.
Average Year on Year Increase in Revenues between June 2019 and August 2020
In conclusion
,We live in a digital world and hotel guests are increasingly digital natives. The number of online reservations keeps increasing because it’s fast, easy, and natural for these customers to book online. To compete effectively, hotel prices must now adjust for demand and customer type multiple times within 24 hours. We all know this mechanism very well from buying plane tickets. Airlines have been pricing like this for years. The same ticket that costs $900 in the morning might cost 1150$ in the evening. Airlines have been doing it for one important reason – dynamic pricing increases revenues.
Nowadays, surrounded by an unprecedented quantity of data and computing power, the best way to keep pace is to have a solution in place that automates the pricing process based on relevant factors like booking trends, historical data, seasonality, geography, or competitor set. To stay in the game, hoteliers need to increase the flexibility of their pricing to sell at the optimal rate.
Making manual changes requires significant daily work and can leave you with a feeling of uncertainty – especially given the industry’s current situation.
Any company or software provider that quotes that they can increase revenues by a specific percent is, sadly, being dishonest. We don’t claim a specific increase, but as this case study shows, Pricepoint’s real customers have shown a proven benefit from their investment in a modern revenue management system. Investing in this technology today will create long-term resilience in a disrupted and fast-paced hospitality industry.
