In the increasingly competitive hospitality industry, revenue management is no longer about setting low prices and hoping rooms sell. This outdated approach leaves hotels vulnerable to OTAs and missing out on potential revenue. Many hotels still overlook a modern revenue management approach that combines data, technology, and a measurable hotel marketing strategy.
This article discusses modern strategies that are often overlooked, but are actually essential for increasing direct bookings, optimizing marketing channels, and strengthening a hotel's position in the era of hotel e-commerce.
1. Data-Driven Pricing: Not Just Intuition
Many hotels still set prices based on "gut feelings," competitors, or past experience. Yet, guest demand patterns have changed significantly.
Modern pricing must:
Follow daily demand patterns, not just seasonal ones
Monitor competitor price movements in real time
Use forecasts to determine optimal prices
Adjust prices based on booking windows
With data, hotels can avoid price wars and maximize RevPAR.
2. OTAs Aren't the Enemy, But They Shouldn't Be the Only One
OTAs are important for exposure, but relying too heavily on them can lead to lost profits due to high commissions.
Modern revenue management focuses on:
Balancing distribution between OTAs and direct channels
Optimizing website promotions to drive direct booking strategies
Using retargeting to recapture potential guests who have already visited the website
Hotels that don't manage distribution effectively will continue to lose margins.
3. Websites as Sales Hubs, Not Online Brochures
Many hotel websites are still static and don't focus on sales. Yet, websites are the foundation of hotel e-commerce. Modern websites must: Have a fast and mobile-friendly booking engine; Contain copywriting that sells, not just descriptions; Display more attractive prices and offers than OTAs; and Integrate chat/WhatsApp for fast inquiries. Without a strong website, a direct booking strategy will struggle to thrive.
4. Personalization: Every Guest Wants to Feel Special
Modern revenue management emphasizes personalized experiences.
Practical examples:
Sending different offers to family, honeymoon, or solo travelers
Providing upsell add-ons based on preferences (floating breakfast, transfers, spa, etc.)
Creating automated marketing emails based on guest history
This is one area that many hotels overlook, even though it's incredibly powerful.
5. Revenue + Marketing Integration = The Key to Modern Hotels
Revenue management can't work alone. It must be integrated with the hotel's marketing strategy. The best combination:
Dynamic pricing combined with ad campaigns (Google Ads, Meta Ads)
Demand mapping and then adjusting the copy and offers in the ads
Running remarketing to increase ROAS and direct bookings
In the digital age, revenue and marketing must speak one language: data.
6. Automation and Technology: Solutions Many Hotels Overlook
Many hotels still manage pricing manually. This is slow and prone to error. Revenue management technology solutions such as:
Auto-rate adjustment
AI-based forecasting
Daily demand reports
PMS – Channel Manager – Booking Engine integration
An example is the ecommerceloka system, which makes it easy for hotels to manage pricing, distribution, and digital campaigns automatically and measurably. Hotels that adopt technology will be far more competitive than those that still rely on manual methods.
7. The Biggest Weakness of Hotels Today: Not Having a Direct Booking Funnel
An ideal direct booking funnel should have the following flow:
Awareness (ads, content, SEO)
Interest (landing page offers)
Decision (easy booking engine)
Retention (email & remarketing)
Without this funnel, hotels will continue to lose out to OTAs, whose funnels are already very mature.
Many hotels still overlook these elements, yet they are the foundation for increasing revenue without relying entirely on OTAs. With the support of solutions like ecommerceloka, hotels can optimize the entire sales funnel and achieve greater profits.