Pricepoint executive: in revenue management, the key issue is not price, it is strategy

Ignacio Moris, Head of Sales for EMEA at Pricepoint, spoke about the future of hotel revenue management. In his view, artificial intelligence is transforming revenue management for independent hotels, hostels and accommodation groups, and operators should focus on the strategy behind individual prices rather than managing those prices one by one.

Moris presents this against the backdrop of the technical side of price adjustment becoming increasingly automated: as decision-making at the tool level becomes easier, the part that makes the difference is which strategy is chosen.

The signal does not provide a specific figure, market or product name; the discussion is mainly at the level of approach. Therefore, this is not a ready-made recipe for the Azerbaijani market, but a direction indicator.

For small and independent hotels and guesthouses, the logical conclusion is this: making price decisions based only on the season and a competitor's rate is becoming less and less effective. Which guest segment, which length of stay and which room type to focus on must be determined in advance, so that the pricing tool then merely executes that decision.