What is a primary goal of revenue management in hotels?

A primary goal of revenue management in hotels is to optimize revenue through effective pricing strategies. Revenue management involves analyzing data related to customer demand, booking patterns, and market conditions to make informed decisions about pricing and inventory allocation. The objective is to find the right balance between occupancy and average daily rate (ADR) to maximize total revenue. By strategically adjusting prices based on various factors such as seasonality, local events, and booking trends, hotels can capture the highest possible revenue while ensuring that rooms are sold.

This concept highlights how dynamic pricing can be utilized to respond to changes in demand, unlike the idea of merely increasing prices regardless of demand or maintaining a flat pricing model. A focus solely on maximizing occupancy at any price could lead to lower overall revenue, as selling rooms for less than their value does not align with the goal of optimization. Therefore, the correct understanding is that revenue management aims at achieving the best financial outcome through thoughtful and adaptable pricing decisions.