Price Strategy in Hotel Seasonal Demand Fluctuation -Taking Sanya Wanda Jiahua Resort Hotel as an Example

Commercial college, Applied Technology College of Soochow University, SuZhou, 215325 China

^* Corresponding author: y2534057851@outlook.com

Abstract

This article takes Sanya Wanda Jiahua Resort Hotel as an example to study the price strategy optimization problem of the hotel industry under seasonal demand fluctuations. By analyzing the historical pricing data of the hotel and its advantages and disadvantages in management and pricing strategies, this study explores the impact of dynamic pricing and revenue management on hotel revenue. Through literature review research, questionnaire survey, strategy suggestions and other methods, relevant data is collected and summarized. Through market demand and differential pricing, pricing strategies suitable for high-end hotels in Sanya are formulated to promote further development of the hotel industry. Research shows that a well-designed seasonal dynamic pricing strategy can significantly boost hotel revenue. The success of Sanya Wanda Realm Resort demonstrates that dynamic pricing, precise market segmentation, and holiday-adjusted price and package promotions are effective ways to cope with demand fluctuations. This study can promote the overall improvement of revenue management level in the hotel industry.