Speaking during the “Finding the Most Profitable Demand: Marketing, Revenue Management and Distribution Channels” panel at the 2022 Lodging Conference, Cesar Wurm, vice president of commercial and revenue management at IHG Hotels & Resorts, said each hotel will need to have its own unique strategy as leisure diminishes and group and business travel take its place.
“There’s not a one-size-fits-all [solution], and what might work for one asset, one location, one type of hotel might not work for another,” he said. “But it’s really important that at each hotel you have your optimal mix, and you have to know that with whatever data is available to you.”
