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dc.contributor.authorEnz, Cathy A.
dc.contributor.authorCanina, Linda
dc.contributor.authorvan der Rest, Jean-Pierre
dc.description.abstractThis study explores the effects of competitor pricing levels on relative revenue on a sample of over 4,000 hotels in Europe over a ten-year period (2004–2013). Hotels in this European sample, which included both independent and chain-affiliated properties, achieved higher revenue per available room (RevPAR) than direct competitors when they positioned their hotels with comparatively higher prices. These data revealed that regardless of the economic situation of the time period, hotels that positioned with average daily rates (ADRs) above those of their direct competitors benefited from higher relative RevPAR even though they experienced lower comparative occupancies. This finding was stronger for chain-affiliated hotels than for independent hotels. Maintaining a consistent relative price over time (as compared to having a fluctuating price) did not significantly affect revenue performance, controlling for hotel type and location. A further analysis of hotels in the Netherlands likewise found the same connection between relatively higher rates and revenue. As is the case with previous, similar studies, the findings argue for a firm, strategic approach to pricing, rather than a reactive or strictly tactical approach.
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher
dc.subjectaverage daily rates (ADR)
dc.subjectrevenue per available room (RevPAR)
dc.subjectpricing levels
dc.subjectEuropean hotels
dc.titleCompetitive Hotel Pricing in Europe: An Exploration of Strategic Positioning
dc.description.legacydownloadsEnz_2015_Competive_hotel_pricing.pdf: 3369 downloads, before Aug. 1, 2020.
local.authorAffiliationEnz, Cathy A.: Cornell University
local.authorAffiliationCanina, Linda: Cornell Universtiy

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