Date
June 17th, 2027
Time
8:30am
to
12:00pm
Location
Malmaison Birmingham,
B1 1RD
The Price Is Right?
Smarter pricing. Stronger commercial results.
How do you know if the price is right? It starts with understanding demand, recognising your hotel’s value and looking beyond what competitors charge.
What you’ll take away
- A clearer understanding of pricing trends and what influences guests’ willingness to pay.
- Ideas for balancing occupancy, rate and profitability across different markets and booking channels.
- Practical ways to use data, technology and commercial judgement to make more confident pricing decisions.
Agenda
08:30 – Registration, breakfast and networking
09:00 – Welcome: Price, Value and Profit
09:10 – STR Market Intelligence: What Is Happening to Rate?
09:40 – The Psychology of Price
10:05 – Commercial Leaders Panel: Who Really Controls the Price?
10:40 – Break and networking
11:00 – The Pricing Challenge: Hold, Push or Discount?
11:30 – Hotel Case Study: The Cost of Getting Price Wrong
11:50 – Three Decisions for Monday
12:00 – Close
Designed for hotel owners, general managers and professionals working across revenue, sales, marketing and operations.
Make time to step back, share ideas and connect with fellow hospitality professionals.
