Revenue Management

📈 Operators often wait for a "pace-behind" warning from Revenue Management Systems (RMS) before acting, but aligning marketing spend with a guest’s planning window (60–90 days out) rather than the RMS booking window (0–14 days out) is crucial. Stephanie Sparks Smith of Cogwheel Marketing highlights that hotels must unify goals across teams to improve total hotel revenue. Reframing marketing as a revenue generator helps optimize spend and targets underperforming segments earlier.

🏨 OTA commission rates rank at 18%, while direct bookings are at 4%. NetRevenue, defined as guest-paid revenue minus customer acquisition cost (CAC), is critical for hotel profitability. CAC consists of four cost categories: commission, transaction, loyalty, and other costs, impacting profitability significantly. Utilizing two-variable analysis across eleven dimensions can expose hidden profit segments. Strategic moves include contract renegotiation, marketing budget redirection, and curtailing low NetRevenue segment spending to enhance profitability.

🌏 2026 hotel performance in the U.S. faces uncertainty due to conflicts involving Iran, Israel, and the U.S., impacting travel demand. Geopolitical instability often suppresses international travel, causing shifts in demand. U.S. hotels may gain from domestic and redirected international travelers, while defense-related demand might rise. However, risks include softened corporate travel, rising costs, and volatile consumer behavior. Success depends on strategic demand capture and profit optimization, rather than passive occupancy-focused approaches.

💸 In 2025, U.S. hotel occupancy and RevPAR fell for the first time since 2020, with RevPAR down 0.3% from 2024. Net operating income margins dropped by 0.6%, impacted by a 5.9% increase in property taxes. Utilities rose 7.4% YOY, driven by higher oil prices due to the war in Iran. Full-service hotels saw a 4.2% increase in room expenses, while extended-stay hotels faced the highest utility rise at 10%. Housekeepers in NYC negotiated wages over $61 an hour by 2034.

🏨 Marriott anticipates a 50% drop in Q2 Middle East RevPAR year-over-year. Eleven of fourteen lodging brands raised full-year guidance. Airbnb's revenue grew by 18% to $2.7B, Booking Holdings' revenue rose by 16% to $5.5B, and Expedia's revenue increased by 15% to $3.4B. Expedia's adjusted EBITDA reached $542M, up 83%. Booking and Airbnb reported significant growth in gross bookings and nights stayed. Marketplaces are surpassing traditional hotel brands, indicating a shift in consumer preference.

🏆 The USA, Canada, and Mexico are set to host the largest football tournament this summer, featuring 104 games in 16 cities, with an expected attendance of over five million fans. Data reveals that occupancy in host cities spikes to 23% during game nights, a significant increase from 9% in 2025. International arrivals are dominated by Europe, particularly the UK with 18% of bookings post-December 6th schedule announcement. Hotels can drive revenue by promoting extended stays and group packages.

📈 A new Revenue Manager joined a team and by Friday, ran a parallel forecast that did not match the shared system. Despite 10 years of experience, her reliance on Excel led to trust issues as forecasts differed. Within one week, the team's trust crumbled due to this parallel system. Warning signs include mismatched numbers, shared forecasts as PDFs, and blocked solo time. Hiring should focus on curiosity about shared systems rather than Excel skills to prevent these issues.

💸 Hotel rates can drastically change, doubling overnight due to demand and revenue management systems like LodgIQ. On Monday, rooms may cost $180, but rise to $340 by Tuesday. This pricing strategy considers booking speed, historical data, and events like concerts or conferences. Both humans and machines adjust prices based on millions of data points. Strategies to lower costs include booking early or waiting for last-minute deals. However, hotel pricing remains dynamic, akin to financial markets.