Ir. Ojahan M. Oppusunggu, ST(Civ), MT(Civ), CPA, AER, IP, PMP

In boardrooms across the hotel industry, a familiar concern continues to surface: “We need to increase revenue.” Management Meeting: Media by WiX It sounds logical. Performance is measured in occupancy, RevPAR, and topline growth. When numbers fall short, the instinct is to fix revenue. But this diagnosis is fundamentally flawed. Most hotels do not suffer from a revenue problem. They suffer from a decision problem. And beneath that: They suffer from a budgeting capability problem - one that...

In medicine, the first step in assessing a patient is rarely complex. A thermometer, a blood pressure cuff, a pulse check - simple tools that reveal whether something is fundamentally wrong. Outdoor Meeting : Media by WiX A high temperature signals infection. Abnormal blood pressure points to deeper systemic issues. Hotel operations, despite their growing complexity, are no different. In an era dominated by data analytics, revenue algorithms, and sophisticated dashboards, executives often...

The hotel industry loves the phrase dynamic pricing . It sounds intelligent. It sounds modern. It sounds strategic. Luxury Tent Interior : Media by WiX But in practice, most hotels misunderstand it completely. They believe dynamic pricing means adjusting rates daily—sometimes hourly—based on demand signals, competitor moves, or gut instinct. That is not a strategy. That is a reaction. And reaction is not how profit is built. The Fundamental Misunderstanding Dynamic pricing is not about...