By BEONx, in collaboration with Lighthouse and CloudBeds
The Colombian hospitality industry is undergoing an unprecedented transformation. The steady growth of tourism, the arrival of new brands and accommodation models have created a vibrant yet increasingly competitive and complex market. Today, destinations such as Cartagena, Medellín, Bogotá, and Cali are seeing an expanding hotel supply and a demand that is more segmented and price-sensitive than ever before. In this environment, anticipation is no longer just an advantage — it is the factor that separates the hotels that adapt from those that lead.
During the webinar “Anticipate the Future of Hospitality in Colombia,” organized by Lighthouse in collaboration with BEONx and CloudBeds, experts Felipe Campaña, María Cristina Villegas, and Eduardo Suárez agreed that the future of Colombian revenue management depends on professionalizing decision-making, integrating technology, and embracing predictive, data-driven management.
The Colombian market has unique characteristics: a mix of domestic and international travelers, demand peaks shaped by events and seasonality, and strong regional variations in pricing. Added to this is the growing competition from alternative accommodations, which forces hotels to redefine their value proposition and pricing strategy. In this context, traditional revenue management — based solely on historical data or intuition — has become obsolete.
Artificial Intelligence (AI) stands out as the key ally to face these challenges. As María Cristina Villegas (BEONx) explained, AI makes it possible to analyze search patterns, forecast demand, and adjust pricing automatically, adapting to the fast-paced Colombian market. This is particularly useful in destinations with unpredictable behavior, such as Cartagena, where international demand can fluctuate depending on flight connectivity or major events. Moreover, technology frees up operational time, allowing teams to focus on strategy.
For his part, Eduardo Suárez (CloudBeds) emphasized that the key is not only to automate but to integrate systems to ensure consistent and informed decisions. In Colombia, many independent hotels still operate with manual processes or disconnected platforms, which limits their responsiveness. The integration between BEONx, Lighthouse, and CloudBeds demonstrates how a connected technological ecosystem can transform scattered data into strategic, profitable insights.
Another crucial point addressed during the webinar was the importance of competing on value, not on price. In a market where guests compare everything — location, reputation, experiences, sustainability, and brand perception — the Fair Pricing strategy developed by BEONx becomes an essential tool. This approach helps establish fair rates based on perceived quality, avoiding price wars and strengthening customer trust. As María Cristina Villegas noted,
“The fair price isn’t the lowest one — it’s the one the guest perceives as consistent with the experience they receive.”
The future of revenue management in Colombia, the three experts agreed, will be collaborative, technological, and predictive. The hotels that manage to connect their data, anticipate demand before their competitors, and deliver experiences aligned with their perceived value will set the new standard for the market.
Because to anticipate doesn’t just mean looking ahead — it means acting today with the right information and tools to build tomorrow. And in Colombian hospitality, that tomorrow has already begun.
If this topic sparked your interest, don’t miss our upcoming webinars — a space to keep learning from industry experts and discovering the latest trends shaping hospitality. Visit our webinars page or follow us on LinkedIn to stay informed about the next sessions.
And if you’d like to explore how BEONx’s solutions can help you elevate your hotel’s revenue strategy, get in touch with María Cristina Villegas to start the conversation.
