Dinslaken – If in the cinema the student discount, the senior citizen discount when visiting a museum or booking of a flight via the internet – everywhere the consumer will be confronted with different prices for the same offer. Only within the hotel industry many keep still on fixed room rates. Thereby could be with a dynamic pricing not just many clients be bound but also new target groups could be discovered. Hans Jürgen Rüffert of company "revway" pleads therefore for more flexibility.
"The hotels should always well consider which price is the right one to the right time ", says Hans Jürgen Rüffert. There are various possibilities to gain with a more dynamic pricing structure guests for the hotel explains the hotel expert. That includes: Early booing discounts similar like the ones from travel agencies or the offer of reduction if guests will abandon the possibility to cancel a reservation.
It is also important to maintain the guest database. Like this you can easily bound your clients by making on a regular basis matching offers. "Why will the guest who has stayed an extended weekend over Easter in the hotel not been offered at later stage a further directed to his needs designed arrangement?"
Also you should take care that with the pricing development you target and act flexible and under no circumstances to leave the own environment out of attention. As: "The so called dynamic pricing can also have disadvantageous, for example on a hard fought about market with a lot of competition ", so Rüffert. There the downward spiral of price dumping could come into effect, because the hotels will undercut each other in order to gain the favour of the guest. Therefore you should deal with your competition fair and open, advises Rüffert.
Hotels, which mostly benefit from a dynamic pricing, are those ones who continuously work with it. "These hotels offer sometimes higher and sometimes lower prices depending on the season and on the client group. They know that some clients are prepared to pay more if the service fits. Additional there are special offers and other incentives" Also the discount possibility with booking in the internet should be taken of course into consideration.
The Dinslaken hotel professional Hans Jürgen Rüffert target with his company "revway" the aim, to show the hotel industry new ways of consulting for revenue maximization. Specialized he is in the area of electronic distribution, revenue management, hotel (interims-) management and channel marketing consulting.