Análisis del impacto de Open Pricing dinámico en el Revenue Management Hotelero

Analysing the Impact of Dynamic Open Pricing on Hotel Revenue Management

Resumen

The introduction of big data technology into hotel revenue management (RM) systems has paved a new way to fix the price in the hospitality industry called 'open pricing' (OP). This study discusses the dynamic pricing evolution of hotels and examines the concept of OP. This pricing system manages a great amount of data and consists primarily of sophisticated real-time price discrimination with no rate ranges and fences, based on the customer's willingness to pay. This study investigates whether OP implementation increases independent hotels' performance. Three case studies were conducted using the analysis of variance test to compare three years of data on three independent hotels after applying OP. The selected hotels' performance in time trends with the competitors' data collected from STR was also compared using a t-test. This study provides empirical evidence that OP improves the occupancy rate, average daily rate, and revenue per available room, justifying the use of OP in RM systems of independent hotels. This study helps advance our understanding of the OP concept; it is one of the few empirical studies to analyse the impact of OP on hotel performance.