How to spot underpricing and overpricing at your property, and what to do about it before it costs you revenue. Lighthouse logo - orange (https://email.mylighthouse.com/e3t/Ctc/ZR+113/ctkQp04/VWHNjJ1wL-62W1R8yN_3b5nWWW9h8NV35N9FscN4zFKLR3prCCW7lCdLW6lZ3mZW263YpZ6pxbt_W7YG3nc2BVRRPN5zg9yVxj_4_W1ljcZB4KX2X2W1vvqRB2fbHLmW6xKT0S2vZ9VkW3zr-YY1Fxj5rW4R5Tkt27KYPYW3_BwzY1SHFCzW3hP3vy78BXqQW5F3KSv2_X94ZW8tZPnN7JzxgcW90LQLZ4b59v8W6h1Ly-2QRSRdW802yBV5CrLZyW2nnHWf5NQHX4VvWGSV5Mpy3GW20r5nv2ZwlXFW4v55Hy8lrxnVVMD1Lz5jySLxW7xJtMs6-2vxyW1HTpxC8bT827W8L23zH2NJQWJW82Yvb-56dKGcdKxSRH04 ) View in browser (https://email.mylighthouse.com/e3t/Ctc/ZR+113/ctkQp04/VWHNjJ1wL-62W1R8yN_3b5nWWW9h8NV35N9FscN4zFKMq5m_5PW8wM7ks6lZ3pCN3fSF4BrC_9BW4YHWj029GJPwW2Z6BdM3xlY2SW9f9WPt3Y7008W2VX0Mz4jPpN0W7RDH6D3VfhpwW77RmFg7pyy6QW4zG5G26WHnkXW3BW4zb7MWH2wW7nkg0w4Gr8YGW51jcdh7VbNRGN72jy_4GrRNBW6NJRmN8xyR1yW7_5Cyy1NKGGZW6vnPZl4jLtWrW17qGMx3M373FW8vhMLW1-fznNW3WdjLl7ZZfHxW8QW5sT807JD6N4xtrddy2T5vW9kxmND4LjFKcW6KrMd94j9HXbW4vNdGV88KQgNW65hltG1dyhynW8PNSlm93fWxcW8KFS_k3xvpQcW3h2HYN7MQjwDN1PtGJKvxjBvW8M3vPV1Nz4-RV_W0bP75jk93W6S4hxV3Ggp5wW67HV9j2d4mc_W1hzCGh32mgNMW4gmStn3JsTNBW7g_Cym3jD0YqW6Fm-td6KT7FTW3YtpQC3JqLKdW912Py43-P_VWW64gbYC2-TxsVW7Xlh978dl-_cW42l-7443KGrpW8W5Zxm20RpkmW8BDcF25xntSmW5LHK553HNryfdZ_hlW04 ) Are your rates in line with the market? Pricing mistakes hit harder at small independent properties, where every room is a larger share of total revenue. Whether you're leaving money on the table or pricing yourself out of bookings, this week's article (https://email.mylighthouse.com/e3t/Ctc/ZR+113/ctkQp04/VWHNjJ1wL-62W1R8yN_3b5nWWW9h8NV35N9FscN4zFKKF5m_5PW50kH_H6lZ3m4W32Bg_s16s59QN7kBnHvx6KDLW7JcVF88G7MByW2cXZr_9bQqdHW2t9C6c1ns0YmW3NBn7R3bQt4GW6cstj_7KyNk0W64hsGC41FsltW4YpDcJ4XLpWbW4NWhNN93g8BgW5HsPfd42SX0fW6HGRsS8FWZgQW1sw48c5Nk7RqW60FP878LrSBxW1TrVDK7jm9LfN7CBVrr4w-vHW8BRV0W499G5mW1STkD78V0dLYW3slmtt70xsTZW9l32by2NnMPcW56pNyP3rPVljW7vMmwp7mSntKW6Cw5Vr5L17GLW8GqFPY8fZmN7W8S_5pG21MWQrW72Cz_q4s_-FXMHQMVfnbPflW3mRfn57Pq8wgW85Jbwy965yNvW6hhqnQ8c_T2DN7SFqsffMcNNW1qvnyF8WL67vf92S5nx04 ) walks you through how to tell and what to fix. Scroll down for the highlights 👇 Spot your pricing gaps → (https://email.mylighthouse.com/e3t/Ctc/ZR+113/ctkQp04/VWHNjJ1wL-62W1R8yN_3b5nWWW9h8NV35N9FscN4zFKKF5m_5PW50kH_H6lZ3m4W32Bg_s16s59QN7kBnHvx6KDLW7JcVF88G7MByW2cXZr_9bQqdHW2t9C6c1ns0YmW3NBn7R3bQt4GW6cstj_7KyNk0W64hsGC41FsltW4YpDcJ4XLpWbW4NWhNN93g8BgW5HsPfd42SX0fW6HGRsS8FWZgQW1sw48c5Nk7RqW60FP878LrSBxW1TrVDK7jm9LfN7CBVrr4w-vHW8BRV0W499G5mW1STkD78V0dLYW3slmtt70xsTZW9l32by2NnMPcW56pNyP3rPVljW7vMmwp7mSntKW6Cw5Vr5L17GLW8GqFPY8fZmN7W8S_5pG21MWQrW72Cz_q4s_-FXMHQMVfnbPflW3mRfn57Pq8wgW85Jbwy965yNvW6hhqnQ8c_T2DN7SFqsffMcNNW1qvnyF8WL67vf92S5nx04 ) 💡 Pricing health check: what independent hoteliers need to know ⚠️ The two traps: underpricing and overpricing Both hurt your bottom line, just in different ways. - Underpricing feels safe when occupancy is soft, but compressing your average daily rate (ADR) often results in lower revenue per available room (RevPAR), even when you're full. Research suggests hotels pricing 15 to 25% below their local compset tend to fill rooms while earning less than comparable properties. - Overpricing without the reviews or guest experience to back it up leads to slower pickup, lower conversion on OTAs and last-minute rate cuts that cost you margin on both ends. The goal isn't a permanently "safe" rate. It's a rate set with clear reasoning behind it. 🔍 How to do a quick sanity check on your rates You don't need specialized software to get a read on where you stand. A few targeted questions will tell you a lot: - Are comparable properties charging more or less than you for the next two to three weekends? A consistent gap of more than 15% either way is worth investigating. - Is your pickup running behind the same point last year? That can signal a rate issue or softer demand. - Are you seeing high OTA click volume but low conversion? Guests may be seeing your rate and choosing a competitor. - Are you running high occupancy but flat or declining RevPAR? That's underpricing in action. 📋 A simple rule set for each demand period Having a clear framework prevents reactive decisions under pressure. On high-demand dates: Hold or nudge rates up. ADR strength almost always beats chasing a full house at discounted rates. Monitor pickup weekly and push further if bookings are running ahead of last year. On weaker periods: Avoid broad discounting. Instead, consider adding value through a breakfast inclusion, late checkout or an advance purchase rate with a non-refundable condition. Set a minimum rate and enforce it. The only exception is a genuinely distressed date with no demand at your floor rate. 🚫 Why copying your compset blindly isn't enough Following competitor rates feels logical, but if those competitors are underpricing out of habit, you're inheriting their problem. Your reviews, location and guest experience all factor into what rate your market will actually support. That rate may justifiably sit above or below nearby properties. What matters is that it's set with intention, not by default. A man sitting at a wooden table by a window, working on a laptop in a bright, minimalist room with a coffee cup and decorative plant nearby. 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