How hotels can turn big events into big revenue

This article was written by Hospitality Today. Click here to read the original article

Data-driven pricing, early demand signals and cross-team coordination unlock peak performance during high-profile moments

May 22, 2025

When major events come to town, hotel operators face a powerful but fleeting opportunity to boost revenue. Whether it’s a global sports tournament or a cultural festival, these surges in demand can be highly profitable – but only for those who are strategically prepared. This article outlines a comprehensive, data-driven approach to maximizing revenue during such events, emphasizing demand forecasting, dynamic pricing, distribution strategies, and operational alignment. Tools like Lighthouse enable hoteliers to anticipate shifts, benchmark against competitors, and respond in real time, turning chaos into competitive advantage.

Key Takeaways

Anticipate demand with smarter forecasting: Use tools to monitor real-time flight and hotel searches, OTA filters, and booking windows to detect early signs of interest and prepare pricing and messaging ahead of the curve.
Leverage historical data for recurring events: Analyze performance from past editions to identify booking patterns, peak nights, and pricing gaps. Benchmark tools like Lighthouse’s Insight suite help refine future strategies.
Adapt creatively to one-off events: Without historical precedent, rely on live data, professional networks, and market benchmarks to guide pricing and positioning.
Tailor strategies to event type and traveler behavior: Understand who the guests are, how long they stay, and what drives urgency to align your pricing, messaging, and minimum-stay rules.
Track last-minute booking surges: Use tools that alert you to short-notice spikes in demand – such as surprise concert announcements – so you can react quickly with price or availability adjustments.
Use dynamic pricing with defined boundaries: Set floors and ceilings and let automated systems manage real-time rate changes within your strategy framework, especially helpful when managing multiple properties.
Enhance OTA and direct channel performance: Invest in visibility during peak periods without sacrificing margin. Strategically remove discounts and direct guests toward your owned channels with subtle incentives.
Elevate guest experience during high rates: Justify premium pricing with thoughtful extras – personalized gestures, event-themed amenities, and memorable service reinforce value and brand identity.
Coordinate across all hotel departments: Ensure operations, sales, revenue, and front desk are aligned on strategy and pricing guidelines to manage walk-ins, cancellations, and last-minute changes efficiently.