Unlike broad seasonal adjustments, surge pricing is a high-velocity tactical response to real-time market compression. When implemented with precision, surge pricing allows portfolio managers to maximize average daily rates (ADR) precisely when travel intent peaks.
In the March 2026 installation of Wheelhouse's Revenue Management Roundtable series, experts from across the United States discussed the current state of the market.
When you build a recognizable brand or maintain a high-ranking reputation, you move your property out of the commodity category and into the "premium" category.
Choosing between these two approaches is not a matter of which is better in a vacuum, but rather which aligns with your market's volatility, your property type, and your operational capacity.
Deciding whether to impose these penalties is a strategic exercise in balancing conversion against risk. While a flexible cancellation policy might attract more views, a non-refundable policy ensures that the bookings you do receive are committed, protecting your cash flow and calendar integrity.
How you price your calendar 180 days out versus 14 days out is the foundation of your revenue strategy.
Revenue management is often a game of "chicken" with the market: you want to push your Average Daily Rate (ADR) as high as possible, but if you push too far, your calendar goes cold.
Defending a rate increase requires moving the conversation away from emotional anecdotes and toward hard data.
By treating different guest types as distinct segments, revenue managers can optimize their rates to capture the maximum willingness to pay from each demographic.
Deciding between a rate hike and a stay restriction depends on your specific goals: are you trying to capture the highest possible margin for a single night, or are you trying to protect your calendar from being fragmented by short stays?
This guide explores the indicators and strategic requirements for successfully transitioning into premium tier pricing.
Professional revenue management goes beyond simply peak and low season rates. It requires a nuanced understanding of the shoulder season—the transition periods where demand is volatile but high-margin opportunities still exist.
