The hotel industry is going through a moment of transformation in which pricing has become a key factor for the sustainability of the sector. At the recent meeting “Table: How much is too much”, organized at Fitur by BEONx and Hotelverse, industry experts discussed the limits of pricing in the hotel industry, the evolution of the customer and the role of technology in optimizing profitability.
Moderated by Juan Daniel Núñez, CEO of Smart Travel News, the debate featured Finn Ackerman, Chief Communication Officer at Iberostar, Beatriz Miguel Díez, Business Director at ilusión Hoteles, Fernando Vives, CCO of Minor Hotels and Íñigo Onieva, Chief Digital Business Officer at Barceló.
Pricing as an expression of brand and experience
For Finn Ackerman, “price is an expression of the brand,” a statement supported by Beatriz, who stressed that differentiating experiences and values beyond price generate a link with the brand that allows for appropriate pricing.
Beatriz Miguel, Business Director of Ilunion Hotels, emphasized that “price is authenticity. We have an engagement with the client, we generate an emotional bond, we want the client to buy us for who we are. What makes you feel is very differentiating, when you have that bond you are willing to live it and pay for it”.
Iñigo Onieva, for his part, pointed out that “travel continues to be among people’s priorities” and that the change in travelers’ attitudes, who are looking for new experiences, has made it possible to keep pace with the rise in prices. However, he warned that “this is not sustainable if we do not offer experiences that live up to expectations”.
Technology as a strategic ally
Digitalization has been key to optimizing revenue management. Fernando Vives stressed that the key is to “move the right levers” and bet on advanced technology to optimize profitability, especially in holiday hotels.
Beatriz mentioned that the integration between the commercial and operations teams since last year has favored the alignment of strategies, which has led Illunion to achieve a record EBITDA of 25% in 2024. She also stressed the importance of making sales channels profitable, especially direct sales.
The Price Limit: Optimal vs. Excessive
The hotel industry has experienced a notable increase in its rates during 2024. In the case of Spain, rates have reached an average room rate of €158.4, representing an increase of 8.9% over the previous year, according to data provided by the industry. This growth has been driven by robust tourism demand, with Spain receiving a record 94 million foreign tourists in 2024 and expectations of exceeding 100 million in 2025
Fernando Vives warned that “when the sales curve slows down is when the price limit is known” and pointed out that in the past hotels “have charged very little” compared to their real value.
Onieva stated emphatically that “there is still price elasticity” and that the increases in ADR also come from the optimization of markets and channels through revenue management tools such as BEONx or innovative platforms that enhance direct sales, such as Hotelverse.
Customer evolution and future strategy
The traveler profile is also changing. Beatriz Miguel mentioned an increase in the arrival of international clients, while Onieva pointed out that today’s traveler is “more digital and demanding”. To address these changes, Vives emphasized the need to invest in technology that allows revenue management teams to define more precise pricing strategies.
The discussion makes it clear that the hotel industry continues to explore how far pricing can go without affecting demand, with a focus on quality, customer experience and the use of advanced technology to ensure the sustainability of the sector.
