Don't Drop Your Rates! ..... Is It Really That Simple?

In today’s video we are joined by Thibault Catala of Catala Consulting
https://catalaconsulting.co.uk/

Our discussion is around the current topic on most revenue managers mind:

Don’t drop your rates

We discuss why this seems fine in principle, explore how the message could be misunderstood and explain it is more nuanced than just a simple do or don’t binary choice.

0.00     Intro

1.25     Thibault Catala Intro

2.52     Why is the normal reaction to drop your rates

5.04      Is it really a binary choice to drop or not drop

6.58     What research supports the message not to drop rates

(Sherry Kimes - Cornell HOTEL sCHOOL   https://sha.cornell.edu/faculty-research/faculty/sek6/ )

9.18     Pressure from Owners/GMs and why knowing break even figure is key

11.25   Traveller types - Revenge Traveller (Okay article) and Anxiety

(Article on Revenge Travel https://revenue-hub.com/revenge-travel-covid19-what-look-like/)

13.49   If not providing full experience does price reflect that

15.54   How restricted occupancy could be used to help hotel hold rates

18.38   RMS not making much sense so focus is strategy planning for different recovery scenarios

20.44   Corporate rates, meeting & events

27.18   Don’t forget to develop packages and offers to obscure any rate shift