Revenue management software provider IDeaS has unveiled enhancements to its marketing optimization solution, Spotlight, including the addition of more predictive intelligence designed to help hotels maximize investments.
Available in late March, the updated platform aims to leverage IDeaS’ forecasting analytics to translate market demand and price-sensitivity data into actionable guidance for marketing teams. The upgrade includes the “Potential to Influence” score, designed to quantify how influenceable specific dates, segments and room types are giving commercial teams clearer direction on where promotional activity can generate incremental revenue.
Updated daily, the Potential to Influence score reflects real-time shopping behavior and guest responsiveness to pricing and promotional messaging. The result is a clearer signal of where demand can be shaped supporting more disciplined campaign planning and stronger alignment between revenue and marketing teams, according to the Bloomington, Minn.-based company, which is a subsidiary of SAS.
“Hotels everywhere are navigating tighter budgets, shifting traveler behavior and increased pressure to prove the value of every marketing dollar,” Mike Chuma, chief marketing officer, IDeaS, said in a statement. “Spotlight directly addresses that challenge. By bringing together forecasting, price sensitivity and demand insights in a way marketers can easily act on, Spotlight helps commercial teams focus their efforts where demand is still up for grabs.”