The wheel of dynamic pricing: towards open pricing and one to one pricing in hotel revenue management

Pilar Talón-Ballestero, Marta Nieto-Garcia, Lydia González-Serrano*

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    153 Downloads (Pure)

    Abstract

    Dynamic pricing is at the core of hotel revenue management (RM). Big data technologies have facilitated information processing and enriched dynamic pricing techniques. One of the challenges in the sector relates to price personalization, i.e., how prices can be adjusted at the customer level. Using a qualitative approach, the study analyzes how dynamic pricing is currently implemented in hotel RM. By doing so, this research shows empirical evidence of the use of recent concepts in the industry like “open pricing” and identifies the opportunities and challenges of a
    customer-centric approach to pricing. From a theoretical perspective, the study may guide future research on pricing in hotel RM. Finally, this work also presents actionable insights for practitioners.
    Original languageEnglish
    Article number103184
    Number of pages10
    JournalInternational Journal of Hospitality Management
    Volume102
    Early online date16 Feb 2022
    DOIs
    Publication statusPublished - 1 Apr 2022

    Keywords

    • Open pricing
    • one to one pricing
    • dynamic pricing
    • hotel revenue management
    • big data
    • conceptual framework of pricing in hospitality

    Fingerprint

    Dive into the research topics of 'The wheel of dynamic pricing: towards open pricing and one to one pricing in hotel revenue management'. Together they form a unique fingerprint.

    Cite this