Global Uncertainty and Tourism: Why Understanding Demand Now Matters More Than Predicting It
The year 2026 has opened in a context of significant international instability. Geopolitical tensions, economic volatility and shifts in global flows continue to influence traveller behaviour, making it increasingly complex for the tourism sector to rely solely on traditional forecasting models. Tourism, historically sensitive to global dynamics, now operates in a scenario where demand no […]
How to optimize hotel pricing in unstable markets: a data-driven approach
SEO targets: hotel pricing strategy, dynamic pricing hotels, hotel demand forecasting In recent years, the hotel market has become structurally unstable. Irregular demand, increasingly variable booking windows, unexpected events and less predictable traveller behaviour have made pricing strategies based on static models ineffective. In this context, pricing can no longer rely solely on historical seasonality, […]
2026, global uncertainty and hotel demand: why monitoring real demand has become essential
The year 2026 has begun in a complex and unstable international context. Geopolitical tensions, economic volatility, fluctuations in air traffic and uncertainty across key source markets are having a direct impact on travellers’ behaviour — and, as a result, on hotel bookings. In a scenario like this, one thing is clear: demand dynamics no longer […]
Why Google Analytics is not enough for hotels: what’s missing and how Optimand fills the gap
For years, hotels have relied on Google Analytics as their primary reference to analyse user behaviour on their websites. It is a solid, widely adopted and often indispensable tool. However, its main limitation is structural: Google Analytics was built as a general-purpose platform, designed for any type of website — not for a complex, seasonal […]
Why Future Demand is the new KPI for Revenue Managers
For years, hotel Revenue Management has been based on a clear and seemingly solid principle: analysing what has already been booked to decide what to do next. OTB, pickup, occupancy and ADR have become the industry’s standard KPIs — essential tools for reading performance and adjusting strategy. Today, however, this approach is no longer sufficient. […]
Revenue Management in 2025: why future demand, dynamic pricing and rate shoppers must speak the same language
Hotel revenue management is undergoing structural change. The logic that has guided decisions for years — seasonality, pickup, OTB, static benchmarking — is no longer sufficient in an increasingly volatile, fragmented market driven by travellers’ digital behaviour. Today, the real competitive advantage is not reacting to what has already happened, but anticipating what is about […]
What are UTMs and why are they crucial for understanding real user demand?
In digital hotel marketing, UTM parameters are a well-known and widely used tool. Yet, in most cases, they are only exploited superficially, limiting themselves to measuring traffic and not the actual quality of the demand generated. Truly understanding the role of UTMs means taking a leap forward: moving from simply tracking clicks to reading travel […]
The Capri Tourism Observatory is born: a new model for monitoring and analyzing the destination
The island of Capri takes a decisive step toward more informed, modern, and sustainable management of tourist flows. Federalberghi Capri has launched the creation of the island’s first Tourism Observatory, an innovative project that uses real-time data collection to support hoteliers and institutions in strategic decisions related to demand and interest in the destination. […]
