It is becoming increasingly common for hotel owners and others in the hospitality industry to acquire revenue management consulting services to optimize prices, distribution, and occupancy rates and maximize financial results. These services will often be acquired from a revenue management consulting firm. In this article, you will learn about the benefits of enlisting a revenue management consultant for your hotel.

Table of Contents:

What Is a Consultant?

Simply put, a consultant is a third-party expert who comes into a business offering fresh eyes and specialized assistance. Consultants will typically work to gain an understanding of how your organization currently functions and then provide advice on steps you could take to improve performance or optimize results.

According to the Management Consulting Services Global Market Report by The Business Company, the global management consulting market size is projected to grow at CAGR of 3.7% by 2026.

A revenue management consulting professional will typically come into a hotel and offer these basic services. They may evaluate your inventory, current pricing strategy, chosen distribution channels, and historical information about levels of customer demand and then offer advice on maximizing revenue.

Video: What Is a Revenue Manager?

Table: Problems & Examples of Actions Taken by Revenue Management Consulting Firm

Below are some of the common examples of problems faced by hotels that revenue management consulting firms are hired to help solve. The table also shows the potential risks and benefits for hotels.

Reason for Hiring Actions Taken by Consultancy Risks for Hotels Benefits & Outcomes
Declining Revenue Conduct a thorough revenue audit and analysis.
Implement pricing and distribution strategies.
Train hotel staff on revenue management practices.		 Consulting fees may add to operating expenses.
Reliance on consultants may impact in-house skills.
Resistance or staff turnover during changes.		 Improved revenue generation and profitability.
Enhanced competitiveness in the market.
Enhanced staff knowledge and skills.
Competitive Market Competitive market analysis and benchmarking.
Develop a competitive pricing strategy.		 Potential overreliance on benchmarking data.
Risk of pricing wars if competitors react aggressively.		 Better understanding of market dynamics.
Improved positioning against competitors.
Maximizing Occupancy Optimize inventory and room allocation.
Implement dynamic pricing and yield strategies.
Evaluate distribution channels and partnerships.		 Risk of overbooking or underbooking.
Potential guest dissatisfaction due to pricing changes.
Distribution channel costs may increase.		 Higher occupancy rates and revenue.
Improved revenue per available room (RevPAR).
Enhanced distribution efficiency and reach.
Improving Distribution Assess current distribution channels.
Expand online presence and visibility.
Ensure efficient management of OTAs and GDS.		 Dependency on third-party distribution platforms.
Potential conflicts with existing contracts.
Risk of channel management complexities.		 Diversified distribution and revenue sources.
Improved online visibility and bookings.
Better control over distribution channels.

What Are the Benefits of Hiring a Revenue Management Consulting Firm?

Below you will find 3 advantages to acquiring a revenue management consulting firm.

Benefit From Expertise

One of the biggest reasons hotel owners enlist a revenue management consultant is their ability to benefit from their expertise. After all, a consultant will have in-depth knowledge of revenue management techniques, strategies, and metrics, making them better equipped than one of your employees.

Furthermore, if you turn to a revenue management consultant with experience in the hospitality industry, they will also have first-hand knowledge of the most appropriate techniques within hotels. As a result, they can rely on first-hand experience to help you with your pricing strategy or your distribution methods.

Gain Outside Perspective

Another major benefit of getting a revenue management consultant to help your business is the ability to obtain an impartial, outside perspective. This can be extremely valuable in many cases because those working internally are sometimes too connected to problems or influenced by their own biases to see things objectively.

For example, a fresh pair of eyes may find it easier to spot issues with your room rates or with your distribution strategy. They may also be able to bring in-depth knowledge about what has worked for other hotels of a similar size or in a similar location, helping your hotel to improve revenue generation and occupancy rates.

Revenue Management Consulting - Gain Outside Perspective

Reduce Staffing Costs

Lastly, a major plus point of outsourcing revenue management to a consultant is saving money. While a consultant will charge a fee for the work they do with your business, this is likely to be substantially less than paying a full-time employee to do the same role, even just in terms of wages.

Once you add on other costs associated with an employee, such as benefits and investments in the technology they need, outsourcing responsibility can become significantly more cost-effective. In addition, a consultant will already have the relevant knowledge, and your hotel will not be responsible for training them.

Which Services Does a Revenue Management Consulting Firm Offer?

A revenue management consulting firm can offer various services that can help optimize financial results. You will find more details about some of these services below:

Strategies for Growth

One of the most common reasons hotel owners turn to revenue management consulting experts is to facilitate growth. In many cases, hotel management teams have clear objectives but may require external expertise to come up with the strategies that deliver these goals.

For example, consultants may be able to help hotels implement new or innovative services, such as the use of smart hotel technology or the adoption of a hotel app. It is often the case that external voices can think outside the box more easily, as they are not blinded by how things are already done.

Preparation Services

Another area where revenue management consulting firms can be invaluable is pre-opening or preparation services. Before a hotel is opened or re-opened after an extended closure, several things need to be taken care of, all of which can impact long-term financial results.

For instance, a revenue management consultant can assist with budget creation and pre-opening marketing and positioning activities. Their expertise can be invaluable in ensuring your hotel meets all of the required standards, and they may also be able to assist with recruitment activities.

Streamlining Operations

Hotels must use the right processes and operations strategies to maximize revenue and profit. A crucial part of this, which a revenue management consulting firm will be able to assist with, is streamlining these operations, reducing the amount of wasted time and/or expense along the way.

For example, it might be that your hotel has some unnecessary stages within its booking or distribution processes, costing you more than they are generating. Consultants can use their expertise to identify these areas and then help you make more effective use of your resources.

Offering Short-Term Cover

At various points in time, it may be necessary to obtain short-term cover for roles crucial to your hotel’s day-to-day running. After all, when it comes to optimizing revenue, achieving consistency and ensuring things run smoothly is imperative, regardless of what else is happening in your hotel.

There are many situations where this may be necessary, such as in the early stages, when staff skills are still being developed, or when entire teams require training to understand new technology or operations. Fortunately, many revenue management consulting teams can provide precisely the cover you need.

Expertise and Support

Hotel owners can also seek more specialist support from revenue management consulting firms, allowing for expert assistance to be obtained when it is most needed. The kind of support that can be provided is varied but includes full-scale reviews of hotel strategy and in-depth analysis of current financial performance.

One of the major advantages of enlisting the help of revenue management consulting experts is that they can get straight on with the job without needing to be trained first. Unlike most hotels, a high-quality revenue management consulting firm will also have access to the latest techniques, technology, and wider industry data.

Revenue Management Consulting - Expertise and Support

Workforce Development

Arguably the single biggest benefit of seeking assistance from a revenue management consulting firm is the ability to involve them in employee training and development efforts. Indeed, consultants can often provide specialized training based on the latest insights, software applications, and technology.

This can also be extremely valuable for teaching existing staff members some of the skills and techniques used by revenue management consultants so the in-house revenue management team is equipped for the role.

Repositioning Strategy

Finally, a revenue management consulting firm can also help with repositioning or re-branding strategies, helping hotel owners change how a property is marketed. This can be essential if a hotel changes ownership, moves from independent to part of a chain, or vice versa.

Revenue Management Consulting FAQs

Sales managers have a smaller focus and work to increase overall sales through methods like partnerships and bookings. Meanwhile, a revenue manager works on a larger scale through all revenue streams. The intent is to optimize profitability as a whole through pricing and distribution strategies.

It provides analysis of the market and its trends, the wider demand, competitor’s pricing, inventory management, and leveraging of distribution channels to maximize revenue.

Consultants typically operate by charging either through time periods or project outcomes. However, some also offer options for work as a retainer or with structures set by performance-based fees. The revenue model of consulting covers all of these elements.

The hotel industry’s revenue management services are focused on increasing profitability. The services comprise a collection of different activities. These include demand forecasting, analysis of market conditions, development of pricing strategies, monitoring performance, and optimization of distribution channels.

Revenue managers typically need a bachelor’s in business, finance, or hospitality. Additionally, experience with hotel operations or finance is a significant advantage. Strategic and analytical skills are also quite important for revenue managers. Finally, you’ll benefit from specific training in revenue management.

A revenue management consultant can assist with this in several ways, such as by assessing various revenue streams, ensuring that marketing efforts highlight any new services that have been introduced, and helping to design distribution and pricing strategies that are in keeping with brand values and core objectives.

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Revfine.com is a knowledge platform for the hospitality & travel industry. Professionals use our insights, strategies and actionable tips to get inspired, optimise revenue, innovate processes and improve customer experience. You can find all hotel & hospitality tips in the categories Revenue Management, Marketing & Distribution, Hotel Operations, Staffing & Career, Technology and Software.

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This article is written by:

Martijn Barten

Hi, I am Martijn Barten, founder of Revfine.com. With 20 years of experience in the hospitality industry, I specialize in optimizing revenue by combining revenue management with marketing strategies. I have successfully developed, implemented, and managed revenue management and marketing strategies for individual properties and multi-property portfolios.