Rates should follow demand, not the calendar. I review pickup and booking pace several times a week: close to arrival I adjust the base price, and when there are still a few weeks to sell I run a targeted promotion across the OTAs and the direct channel.
Does my hotel need a revenue management system (RMS)?
Not always. Smaller properties can do very well with a clear pricing grid that is updated weekly, while larger or busier hotels benefit from an RMS. I set up either manual or automated pricing, depending on what fits your property.
Why focus on RevPAR instead of occupancy?
A fully booked hotel with a low average rate can still earn less than a hotel at 80% occupancy with the right prices. RevPAR (revenue per available room) combines occupancy and ADR, so it shows whether your pricing is really working.