Getting the highest possible rates from various booking channels still requires some human interaction, as well as continuing to educate a hotel’s revenue-management team and its front office, sources said.
Tina Meredith, VP of portfolio revenue strategies, PM Hotel Group:
“It is crucial for our front-office teams to be part of the revenue-management process when it comes to property-direct bookings. In today’s world, even though most hotels do not have on-site reservation departments … education for the front-desk team about upgraded room types, different package offerings and how to resist price-fading all play an important role in ensuring we consistently achieve the highest possible rates. How our hotels set their rate strategies, whether it be for day of or advance bookings, will always be based on demand in the market, among other factors. However, converting those property-direct calls to actual reservations at quality rates is directly linked to ongoing education and communication with our associates.”