At the heart of Midtown Manhattan, Refinery Hotel isn’t just a luxury lifestyle hotel—it’s a hub for innovation. By adopting LodgIQ’s revenue management system early on, the hotel didn’t just optimize pricing—it unlocked a new role for revenue leaders. For Michelle Sharma, Commercial Director at Refinery, LodgIQ became the catalyst that allowed her to move beyond revenue management, rate changes and pickup reports—and into a more strategic, cross-functional leadership role. With more time, sharper insights, and smarter recommendations, Michelle has redefined what revenue management can be.
Hotel Profile
Refinery Hotel
- Location: Midtown Manhattan, New York City
- Keys: 197
- Category: Luxury lifestyle boutique hotel
- Affiliation: Member of Small Luxury Hotels of the World (SLH)
- Known for: Spacious rooms (many with two queen beds), rooftop views, loyal corporate and leisure mix
- Approach: Tech-forward and often used as a launchpad for new innovations
The Challenge
Before adopting LodgIQ, the Refinery team relied on spreadsheets and manual workflows. Revenue managers like Michelle spent the first hours of each day pulling reports, analyzing pace and pickup line-by-line, and manually updating pricing strategies.
“The first hour of my day used to be all excels. LodgIQ didn’t just save me time, it shifted my entire focus. It cleared the clutter so I could focus on what actually moves the needle.”
— Michelle Sharma, Commercial Director, Refinery Hotel
The Solution
Refinery Hotel became an early adopter of LodgIQ, embracing every version of the system as it evolved. Today, they use the complete suite of revenue management tools from LodgIQ, which automates day-to-day pricing decisions and surfaces intelligent recommendations across segments and room types.
Key Benefits:
- Automated rate decisions, saving hours per day
- Smart room-type pricing recommendations
- A mobile app for fast insights and actions on the go
- Intuitive UI that builds trust over time
“I used to question whether the system was pushing rates too aggressively. But over time and after numerous experiments, I learned to trust it. LodgIQ doubled my confidence in yielding through rates. We’ve sold premium rooms with $500 deltas – not because we guessed, but because the system backed it up. Trusting the platform starts with how you train it, and we trained it to win.”
The Transformation
What makes this story stand out isn’t just efficiency—it’s evolution.
Michelle didn’t just save time. She used that time to step into a broader, more impactful role within the hotel. No longer defined by spreadsheets, she became a strategic collaborator—shaping distribution strategies, influencing marketing decisions, and aligning with sales.
“I’m not just doing revenue management anymore. I’m influencing how we invest in metasearch, how we handle OTA promotions, and how we drive more direct bookings. That’s only possible because I’m not buried in the tactical work.”
New Focus Areas:
- Marketing – Optimizing spend on Google Meta, TripAdvisor, and others
- Distribution – Reducing OTA reliance while growing direct bookings
- Product & Branding – Aligning room-type strategy with guest value perception
- Technology Leadership – Influencing PMS, CRS, and CRM decisions
Results
- Double-digit growth in RevPAR
- $500 room-type premium deltas on peak weekends
- Over 40% direct booking contribution, surpassing some branded hotels
- High Net ADR from OTAs with minimal discounting
- ~90% annual occupancy, smartly balanced between business and leisure
“LodgIQ didn’t just help us push rates — it validated every bold move. We’re no longer reactive to market trends. We’re setting them.”
Why It Matters
Michelle Sharma’s story is emblematic of a shift in hospitality: revenue management isn’t just about math anymore. With the right tools, it becomes the gateway to cross-functional leadership. LodgIQ didn’t just automate tasks—it empowered a revenue leader to elevate her role to Commercial Director and influence every revenue stream to unlock new possibilities.
“AI won’t replace revenue managers. But revenue managers who use AI will replace those who don’t.”
Next Steps
Want to see how LodgIQ can help your team evolve beyond traditional revenue management? Ask for a demo.
