Strategic Pricing and Revenue Management
It is our mission to make pricing and revenue management in the hospitality industry more customer-oriented, more creative and more value-driven. We seek to learn how consumers of hospitality services perceive and process price information, and how they utilise price cues to form price judgments and make choices between alternative service offerings. In addition, we aim to learn more about market demand, with a specific focus on estimating room price elasticity, forecasting room demand, and improving forecasting accuracy. Our research directly contributes to the bottom-line and is relevant to industry, education and academia.
Through funding we help the hospitality industry to develop and implement pricing and revenue management performance through:
- Academic Research
- Training & Consultancy
- Workshops and Education
Our hotel school students are sometimes involved in the above activities or are supervised by us in their research activities in the last phase of their degree programme.
Overview of some key projects:
- Development of an online training programme to train Revenue Managers how to measure forecasting accuracy, in co-operation with IHG Intercontinental Hotels Group, Western Europe.
- Development of a simulation tool to optimise conditioned and non-conditioned BARs over the booking horizon, in co-operation with Hilton Hotels & Resorts, The Netherlands.
- Development of a city revenue optimisation tool (across brands for one hotel group/chain), in co-operation with Accor Hotels, The Netherlands.
- Development of two revenue management tools for small and independent hotels in the Netherlands, including an automated rate positioning diagram and an occupancy forecasting tool, as well as a training programme and revenue management game, in co-operation with various hotels (e.g. CourtGarden, Mimosa, Dennenheuvel, Ros van Twente, Charme Hotels), and international academic partners (e.g. VirTech University, Cornell, VU Amsterdam).
We specialise in price setting, pricing strategies, demand forecasting and hospitality revenue management training. We have advanced knowledge of consumer psychology, operations research, economics and pricing management, and the statistical techniques (e.g. discrete choice modelling, conjoint analysis) to determine user preferences and willingness-to-pay.
Larissa Koupriochina (Russia)
Larissa Koupriouchina MSc is a Senior Lecturer in Revenue Management and Research fellow at Hotelschool The Hague. She holds a MSc in Hospitality Management from Erasmus University, a MA Degree in Business Controlling from Politecnico di Torino, and a BSc in Economics from Novosibirsk State Academy of Management. Prior to joining Hotelschool The Hague, she worked as a project manager and professional in several disciplines at Deloitte & Touche, Protiviti and TNT.
As a consultant she worked in technology risk domain and data mining, creating innovative approaches and procedures for automating some audit activities, and developed approaches to profit recovery analysis and training staff on related methodology and techniques.
Anna de Visser-Amundson (Sweden)
Research Fellow in Consumer Choice Behaviour
Anna de Visser-Amundson obtained her Bachelor's Degree in Switzerland and her Masters Degree in Marketing from the VU University in the Netherlands. Before embarking on an academic career, Mrs. De Visser-Amundson held management positions in both multinational hotel companies and in independent operators in France, United States, Ireland and the Dutch Caribbean. Triggered by the motivation, self confidence and eagerness to learn of many of her Hotelschool interns during her time as Sales and Marketing Director, Mrs. De Visser-Amundson was delighted to accept a position as Senior Marketing Lecturer at the Hotelschool The Hague when she relocated with her family to the Netherlands in 2008. In summer of 2013, she became a Research Fellow in the research group Strategic Pricing & Revenue Management. She finds great strength in being able to combine her commercial hospitality background with academic insights both when it comes to working with students but also in research. Understanding the challenges and the opportunities in running a hospitality business by 'having been there', gives her a perspective to the research that is difficult to apply if you have not experienced it yourself. Driven by her sales background to get "heads in beds", where understanding the consumer choice process is key to make the deal, Mrs. de Visser-Amundson is particularly interested in how hospitality companies can differentiate their offerings by means of customization, its effect on consumer choice, consumer experiences, perceived value and willingness to pay.