Customer-centric rate structure redesign

Client: Hotel group
Topic: Customer Centricity

Our client has a vast portfolio of hotels and brands all around the world. Guests enjoyed the consistent, high-quality service at hotels – no matter where they were.

The rate structure, however, was far from consistent as it had historically grown, posing external and internal challenges alike. Externally, guests would often face a large variety of rates – some of them highly redundant and confusing. Internally, the wide variety of rates was difficult to manage and steer the behavior of guests in terms of booking and cancellations.

To find the optimal rate structure, we conducted a large, global market research study to identify the needs and desires of customers. This resulted in a harmonised rate structure across all properties providing customers with relevant choice, leading to higher revenues and profits for our client.

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