Charlie runs apartment-hotels and hotels across São Paulo, from 12-unit buildings to 150-unit towers. After a one-property trial that turned a 40% year-over-year shortfall into growth, Charlie moved ten properties onto PricePoint. In the late summer of 2026, as demand softened across the city, those properties grew revenue while Charlie's other hotels lost ground.
10 properties: live on PricePoint, added in four waves over 15 months
+2.6%: revenue at Charlie's PricePoint hotels, Aug–Sep 2026 vs 2025
−8.2%: revenue at comparable Charlie hotels without PricePoint, same period
+3.8%: ADR at Charlie's PricePoint hotels, while it fell 3.8% at the others
Company: Charlie — apartment-hotels and hotels in São Paulo, Brazil
Portfolio on PricePoint: 10 properties, including Paraiso Suites, House of Charlie Vila Mariana, Charlie Sabiá Moema, Charlie Vitrali Moema, H4 Fortune Jardins, H4 La Residence Paulista and H4 Hotel Opera Jardins
Challenge: Pricing many property types with a system the team saw as a black box
Solution: PricePoint automated pricing with transparent price factors, reporting and a dedicated revenue team
PMS: Cloudbeds
On PricePoint since: April 2025 (trial); group agreement January 2026
Charlie's portfolio is unusually varied: buildings from 12 to 150 units, studios and suites in the same tower, and neighbourhoods where weekdays sell out while others peak at weekends. In early 2025 the group managed around 2,500 units, with about 1,000 more under construction. When Charlie first spoke with PricePoint, its pricing team said they were spending too much of their time managing rates across all those property types.
Charlie had already tried to solve the problem itself. Its pricing team, with data-science experience in-house, had built an internal pricing prototype based on decision trees, but it had never been fully put into production. What the team needed was a system that could do the work at scale without taking decisions out of their hands.
The bigger frustration was trust. In the discovery session, Charlie's CEO described the revenue system they were using as a black box: it set prices, but the team couldn't see why. In a low-margin business, he wanted pricing that was competitive, especially at the smaller properties, and decisions the team could follow and question.
Charlie came to PricePoint with clear requirements, set out by its CEO and pricing team before any contract was signed:
Charlie didn't sign on promises. It started PricePoint at two properties in April 2025, and set its own test: could the results be seen against last year and against sister properties in the same neighbourhood?
At Charlie Vitrali Moema, revenue pickup for April had been running 40% behind the previous year. After PricePoint took over pricing on 28 April, the gap narrowed to 14% within two weeks, and by early June the property was picking up more revenue than the same period of 2024. PricePoint's analysis of the same weeks found that two sister properties in Moema without PricePoint declined.
"It seems to be a good result!" — Allan Sztokfisz, CEO, Charlie, June 2025
Charlie added Paraiso Suites and House of Charlie Vila Mariana in June 2025, chosen because both had strong guest reviews, so the test wouldn't be distorted by reputation issues. When the team questioned some of the numbers that autumn, PricePoint validated the data with them against their own reports. In January 2026, Charlie signed a group agreement.
"Lets make this partnership an amazing case for both of us!" — Allan Sztokfisz, CEO, Charlie, January 2026
From there, Charlie added properties as its team was ready: Charlie Sabiá Moema in November 2025, Paulista Suites and H4 Fortune Jardins in February 2026, H3 Hotel Paulista and Charlie Hotel Atmosfera Paulista in April 2026, and H4 La Residence Paulista and H4 Hotel Opera Jardins in August 2026.
Each launch followed the same pattern. PricePoint's revenue team mapped every room category, including buildings with standard and non-standard units, agreed minimum and starting prices and weekend adjustments with Charlie's team, and loaded São Paulo's event calendar, from trade fairs to concerts, which Charlie's team reviews every year. For the two newest H4 hotels, events were copied from H4 Fortune Jardins, reviewed by Charlie's pricing lead, and the properties went live within two weeks of onboarding.
Some buildings needed more than a standard setup. At one H4 hotel, the most complex in the group, newer luxury categories had been added alongside the original studios and suites, and some were priced almost the same as a standard studio. PricePoint's team grouped rooms by how they actually sell (booking window, cancellations, type of guest) rather than by physical type alone, and agreed with Charlie's team to open a clearer price gap between standard and luxury units. For São Paulo, where business travel drives the week, weekend prices were set slightly below weekday prices, following the pattern Charlie's team already knew worked.
When something went wrong, it was fixed fast. Across eight setup and technical support tickets, from room grouping to a channel connection issue and missing rates at one property, the median time to a first reply was 3.3 minutes.
Transparency was Charlie's first requirement, and it is built into how PricePoint shows every price. The engine weighs more than 80 factors, and the dashboard summarises the ones that matter most for each date: booking pace, current occupancy, how far ahead guests are booking, events, seasonality and the booking curve. Each factor shows its impact in reais, so the team can see, for example, that a single factor is adding R$72 to a night's price.
The team stays in control of the limits. Prices move within a band of up to 50% above or below the starting price Charlie sets for each room type, and only go further on the outlier event dates the team chooses. Colour cues show when a price is pressing against its ceiling or its floor, which is where a manual review is most worthwhile. The team can change prices for a whole week at once, by percentage or by amount, and compare every date with the same time last year, or two years back to spot outliers.
During the trial, Charlie's CEO asked a pointed question: would PricePoint simply cut rates to fill rooms? The answer shaped the partnership. PricePoint optimises for RevPAR, not for occupancy or ADR alone, and the team can steer it towards either when the business needs to, though it is designed to need that rarely.
The results show the balance. At Paraiso Suites, ADR rose 7.9% over the first year while room nights still grew. Across Charlie's PricePoint hotels in August and September 2026, ADR rose 3.8% while it fell 3.8% at the hotels without PricePoint.
Late summer 2026 was a hard period for São Paulo. Across four comparable Charlie properties that have never used PricePoint, revenue fell 8.2% year over year in August and September, and ADR fell 3.8%. Over the same months, Charlie's PricePoint hotels grew revenue 2.6% and ADR 3.8%.
[Chart placeholder: add the "PricePoint hotels grew revenue as Charlie's other hotels fell" chart image here before publishing]
The pattern holds property by property. Measured over each property's own months on PricePoint against the same months a year earlier:
Paraiso Suites shows what a full year looks like: over its first 12 months on PricePoint, revenue rose from R$8.87 million to R$9.91 million. ADR rose 7.9% and room nights sold rose 3.6%, so the property earned more per night and sold more nights at the same time.
In September 2026, Charlie's team asked whether PricePoint should push prices higher at H4 La Residence Paulista. August had brought days of R$65,000–70,000 in revenue, and September's peaks weren't reaching the same level.
PricePoint's revenue team advised against it. The property was already around 89% occupied, and bookings for the fourth quarter were running ahead of 2025. Raising prices at that occupancy wouldn't guarantee more revenue. Instead, the team found the real leak: automatic promotions on one online travel agency were selling rooms well below the price PricePoint published, and below what other channels showed. The recommendation was to keep PricePoint's settings as they were and fix rate parity across channels.
The September numbers backed the call. H4 La Residence Paulista finished the month with revenue up 13.3% year over year and 12.3% more room nights sold, without a price increase.
The September finding wasn't a one-off. PricePoint's team works on how prices reach guests, not only on the prices themselves. When Charlie's new pricing lead and marketing team joined the account in July 2026, the first session covered channel strategy as well as the platform.
The advice was specific. Keep the same public price on every channel, because booking sites rank properties on what is public, and keep discounts hidden for loyalty members or direct bookings. Drop blanket discounts that most guests now get anyway, such as mobile-only rates, since a manual 10% price cut does the same job as a 10% promotion. And when a visibility programme costs more commission, judge it by what the hotel keeps: PricePoint's team showed that on a R$100 night, a programme with roughly 23% commission and no discount returns about R$77, while a cheaper programme with a mobile discount returns about R$70.
Charlie's team has removed its basic website discount to bring direct prices into line with the booking sites.
Charlie and PricePoint are now reviewing online travel agency settings across the whole portfolio, since the same promotion pattern may be repeating at other properties. PricePoint is building a view of net revenue by channel, after commissions, to make that analysis part of everyday pricing.
Events are the next big step. São Paulo's demand turns on Formula 1, major concerts and trade fairs, and today those dates are loaded and reviewed by hand. PricePoint's Event IQ, in beta, is designed to detect events and guide pricing around them without manual inputs, and a new AI tool that suggests starting prices for each room type is already being tested on Charlie's newest hotels.
And as Charlie launches new buildings, it plans to bring them onto PricePoint as they open.
