What Is the Point of Optimising Revenue If Guests Do Not Want to Return?
This article explores why Revenue Management and Customer Experience (CX) must work together in modern hospitality. It examines how aggressive pricing can damage guest loyalty and long-term guest value, and outlines ways to improve personalisation, omnichannel communication, service culture and perceived value—so guests not only pay the right rate, but also want to return and recommend the hotel.
For years, Revenue Management has been hoteliers’ preferred tool for maximising revenue, adjusting rates according to supply and demand. However, one undeniable truth remains: there is no point in filling a hotel at the best possible rate if guests do not want to return.
In an era in which travellers’ decisions are increasingly influenced by online reviews and perceived value, a hotel’s success can no longer be measured by RevPAR (Revenue per Available Room) alone. Instead, hoteliers must embrace a Customer-Centric vision, combining revenue optimisation with a well-designed Customer Experience (CX) strategy.
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