Athena constantly monitors every listing, explains what needs attention and why, and changes nothing without the user’s OK
Chicago, IL, 5 October 2026 — PriceLabs, a leading revenue management platform for short and mid-term accommodations and hotels, today introduced Athena, new for VRMA 26 in Nashville. Athena is an AI revenue analyst. A chatbot waits for a question; Athena is proactive and works in the background. She checks every listing, flags what needs attention and explains why, then recommends actions the user can accept, review or reject.
Athena’s analysis rests on the data science and revenue management expertise PriceLabs has built since 2014. Built natively into PriceLabs, her agents are developed by the PriceLabs team and designed to produce reliable and consistent analysis. She applies that analysis to each user’s own account: their listings, goals and notes.
What Athena does
Athena is designed for everyone who manages revenue, from single-listing hosts to revenue management teams. There is nothing to set up to get started: no prompts to write, no automations to build and no manual data entry. Key capabilities include:
- Agents: ready-made revenue management checks built and tested by PriceLabs, so users don’t need to know what to ask.
- Routines: agents and skills that run on a schedule, every day or every week, to find problems and missed opportunities. Some routines are set up from day one.
- Skills: checks that users describe in plain words and run whenever they want.
- Chat: questions about the account, asked in the user’s own words and answered by Athena’s agents.
- Personalization: Athena uses each user’s goals, answer preferences and listing notes, so her findings fit that business, not an average one.
Users stay in control
Each recommendation arrives in PriceLabs and by email, with the evidence behind it, so users can see why before they decide. Athena makes a change only when the user accepts it. Every run and every change is logged, with who accepted it, so the user keeps a full record and ownership of every decision.
“We started PriceLabs with a simple vision: give small businesses easy-to-use revenue management tools that were once reserved for large hotel chains,” said Anurag Verma, co-founder of PriceLabs. “Over the years, we’ve refined our algorithm, built deep datasets and added powerful controls. Athena is our next leap. She brings faster analysis and sharper insights to everyone who manages revenue, so they can spend more time on strategy and less on spreadsheets.”
Availability
Athena is in beta and free for PriceLabs customers, who can request free early access at hello.pricelabs.co/athena. New users can start a free trial. PriceLabs will add capabilities throughout the beta.
About PriceLabs
PriceLabs is a revenue management platform designed for all short and mid-term accommodations, from vacation rentals to hotels, campgrounds, aparthotels, and serviced apartments. Since 2014, PriceLabs has helped property managers optimize their pricing strategies using AI-driven automation, market data insights, and flexible customization. PriceLabs currently prices over 700,000 listings globally. Learn more at pricelabs.co.
