When Price Stops Mattering In a recent social media post by Roberta Seiler, a photograph from Marrakech shows her holding a cup of freshly pressed pomegranate juice, smiling broadly. The caption explains that she paid 60 dirhams for the drink, more than double the typical price. Only later did she learn that most vendors in the Medina charged closer to 25. There was no regret. Only appreciation! The post was not about juice. It was about Marrakech Pricing, perception, and the

A Strategic Perspective for Hoteliers Each November, the hospitality industry prepares for what has traditionally been positioned as a major commercial moment: Black Friday. OTAs launch aggressive marketing campaigns, global brands promote limited-time offers, and independent hotels feel compelled to participate to “stay competitive” during the holiday period. However, when observed through a data-driven, revenue-management lens, Black Friday hotel deals generate far less inc

1. Background: What Was the Deal? In August 2024, Marriott International announced a licensing agreement with Sonder, a bold move to link Marriott’s vast brand and loyalty infrastructure with Sonder’s flexible, apartment-style accommodation model. Under the agreement: Sonder properties would be integrated into Marriott’s network and into the Marriott Bonvoy loyalty program. More than ~9,000 units (rooms/apartments) were expected to join the Marriott system. For Marriott, thi

For decades, revenue managers have started their mornings the same way: coffee in one hand, STR report in the other, scrolling through competitor rates to see who moved first. The comp set was gospel, a ritual that defined strategy, validated pricing, and dictated how we reacted to the market. But that religion is collapsing. AI doesn’t care what your neighbor charges. It doesn’t need a benchmark or a barometer. It cares about who your guest is, what motivates them, and how m

Forget Romeo and Juliet. The greatest drama in hospitality isn’t played out on Verona’s streets, it’s in a conference room with a RevPAR index on the projector and a plate of stale muffins between the characters. This is the forbidden story of Revenue Manager vs. Owner Love. Act I: The Meet The Owner bursts into the office, fueled by last night’s article about “NYC hotels hitting 90% occupancy.” He points to the STR report and sighs: Owner: “Why is our occupancy only 72%?” Re

As we pass the halfway mark of 2025, two forces are quietly disrupting the hospitality playbook and most hotels are dangerously behind...