HotelPartner Revenue Management has added ‘profit’ to its name, reflecting the growing focus on profitability in a sector facing rising costs.
The company highlighted its role in helping hotels improve margins by managing distribution as well as revenue.
Robert Holland, managing director, UK & Ireland, HotelPartner Revenue & Profit Management, said: “We’re able to manage the profitability of hotels through our distribution management, which, combined with revenue management, enables us to find the best route to market at the best rate.
“We understand that nuanced distribution is key to profits at independent hotels and with the changes to distribution we are seeing through AI, it has never been more important to focus on the public face that you show to guests. If you can bring people to your website, with our management of rates and distribution, then you can make sure that there are offers available there that make it more attractive to book direct.
“The temptation can be to focus on the OTAs at the cost of the cheaper, direct channel, but hotels can regain greater control over their distribution strategy. For independent hotels and small groups, it is important to decide when using an OTA is genuinely necessary. If your brand and marketing efforts are strong enough to attract customers directly, you may be able to generate sufficient bookings without relying on OTAs.
“Hotels have a wealth of valuable data at their disposal. We’ve proven that understanding your guests enables you to develop a tailored distribution strategy that attracts the most profitable guests through the most effective channels, all year round.”
The changes were made as the company added a service level across Europe designed to benefit consultants and smaller hotel groups; providing a proprietary service-light platform supported by the team. The new product allows customers to create strategies and manage daily yielding through the HotelPartner Revenue & Profit Management platform.
