The Visibility Gap
The STR industry has matured operationally from guest management systems to automated pricing based on behaviours, but forward demand visibility (upcoming events) remains fragmented, unqualified and sporadic. Hosts typically rely on Google, social media and local press to try and keep abreast of events coming to town that may affect pricing and demand for their STR.
PwC’s 2023 Travel & Hospitality Outlook identifies live entertainment, conferences and business travel as key urban demand drivers. Yet independent hosts often are disadvantaged when it comes to regular and timely information on events relying on time-consuming searches manually via venue sites, social feeds or local press.
Large global events aside, – smaller, regional events and experiences make a big difference. Guests tend to stay longer, spend more and book earlier.
“The industry has largely solved distribution and automation,” says Paul O’Donoghue, CO-Founder & CEO of HostAlert. “What it hasn’t solved consistently is forward-looking event demand giving clarity to independent operators – sharing the same insight as the large, global hospitality companies.”
The power of forward forecasted demand visibility for medium impact, local events that should be locked in your calendar can be seen below:
Smaller regional events create a cumulative impact:
- 7 overlooked events in 3 months (1 seasonal calendar quarter)
- 2.5 night average impact
- £150 ADR
£150 × 2.5 × 7 = £2,625 incremental revenue x 4 seasonal calendar quarters = £10,500 annually
Without early awareness, hosts risk underpricing and miss local peak windows that significantly benefit the bottom line.
Whilst dynamic pricing tools detect booking acceleration — they do not track event type, impacts profile or structure. This creates a critical timing lag often leaving money on the table for hosts.
Competitive advantage lies increasingly on who sees demand earliest and is armed with the most intelligence about the event.
At HostAlert, we believe that when demand drivers are structured and accurately forecasted, they should not remain hidden inside fragmented calendars. Visibility is a revenue control mechanism which should be accessible to all.
Revenue optimisation is no longer about working harder — it is about seeing clearer.
Sources: PwC (2023), AirDNA (2023), Skift Research (2023)