According to STR, net propensity to travel jumped 32% in February 2022, a sharp rise after late 2021’s slump of -50%. Occupancy rates also climbed globally, while Revenue Per Available Room (RevPAR) grew by about 4%.

These signs are encouraging, but travel demand is still inconsistent, and about 25% of industries worldwide remain in recession. For hoteliers, this means old methods of relying solely on historical and competitor data are no longer sufficient.

Revenue managers must now incorporate forward-looking demand signals to stay ahead of the curve.

Why Forward-Looking Data Matters

Historical performance remains valuable, but it doesn’t capture emerging shifts in demand. By focusing on real-time and predictive data, hoteliers can:

• Spot changes in booking behavior early
• Capture demand ahead of competitors
• Adjust pricing before trends fully materialize

In other words, forward-looking strategies are proactive, not reactive.

Three Pillars of Forward-Looking Revenue Strategy

1. Internal Data

• Analyze your hotel’s historical performance to identify strengths and weaknesses.
• Compare On-the-Books (OTB) data with past results to uncover booking behavior changes.
• Use these insights to refine pricing and target guest segments more effectively.

2. Market Data

• Monitor competitor pricing, restrictions, and upcoming events.
• Compare your OTB with market OTB data to see whether you’re ahead or lagging.
• Optimize your strategy by adjusting rates and positioning to gain an edge.

3. Travel Search Data (External)

• Examine flight and hotel search trends to forecast demand by time period or destination.
• Use search pressure signals to set prices proactively, before bookings arrive.
• Stay aligned with shifting traveler interest to secure demand early.

Together, these data pillars provide a complete view of demand dynamics.

Why Manual Methods Fall Short

While these insights are powerful, manually collecting and analyzing data is:

• Time-consuming
• Limited in scope (only a few data points at once)
• Not real-time

Even with BI tools, hoteliers often struggle to monitor all three pillars effectively. That’s where automation becomes essential.

Make It Possible with an Automated RMS

Modern Revenue Management Systems (RMS) equipped with forward-looking data solve this challenge.

With Pricepoint, hoteliers can:

• Evaluate real-time forward-looking demand data
• Monitor competitor pricing automatically
• Access live market intelligence
• Automate pricing decisions around the clock

The result: smarter, faster, and more profitable revenue management, without the manual burden.

Conclusion

In today’s volatile travel market, relying only on historical data leaves hotels vulnerable. By embracing forward-looking strategies and automation, revenue managers can proactively capture demand, optimize pricing, and stay ahead of the competition.

👉 See how Pricepoint’s AI-driven RMS empowers hotels with forward-looking insights. Book a free demo today and start boosting your revenue.

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