Revenue Management: Dynamic Pricing

Dynamic pricing means that a hotel will change its room rates daily or even within a day if up-to-the-minute market information reveals the need for adjustments. It is based on the recognition that the right rate to charge for a room night is what the customer is able and willing to pay. By underpricing, the revenue manager leaves money on table; by overpricing, the hotel may price itself out of the market. Those who practice dynamic pricing believe that the hotel has to continually adjust rates in response to ever changing supply/demand conditions. The constant challenge, of course, is trying to determine the optimal price on a given day or afternoon.