Pricing Strategies for Serviced Accommodation: Maximise Your Revenue

The biggest levers on your SA rate are seasonality, day of the week, lead time, local events and your minimum stay rules. Set a sensible base rate and a firm minimum, then move prices up or down as those levers shift demand. That is dynamic pricing, and it lifts revenue without adding a single property.

Is your price actually right?

Most SA operators set a price and forget it. They're leaving money on the table. Dynamic pricing (adjusting rates based on demand) can lift revenue meaningfully, and many operators report double-digit gains, without adding a single property.

This isn't about charging more. It's about charging the right amount at the right time.

How do demand patterns work?

Seasonal Demand

Every location has patterns:
Peak season: Summer holidays, Christmas, local events
Shoulder season: Spring and autumn, moderate demand
Low season: January-February, mid-week winters

Weekly Patterns
Leisure destinations: Weekends command premium prices
Business locations: Tuesday-Thursday often strongest
City centres: Mix of both, events drive everything

Event-Driven Demand

Know your local calendar:
Concerts and festivals
Sports events
Conferences and trade shows
University graduations and open days
Bank holidays and school breaks

How do you set your base rate?

Competitor Analysis

Research similar properties in your area:
Same bedroom count and configuration
Similar amenities and quality level
Same location or neighbourhood
Comparable review ratings

Check their pricing across different dates: weekends, weekdays, events, low season.

Calculate Your Costs

Know your break-even point:
Rent to landlord (if R2R)
Utilities and bills
Cleaning per turnover
Laundry costs
Consumables (toiletries, coffee, etc.)
Platform fees (15-20% on OTAs)
Insurance and licensing
Maintenance reserve

You can model all of this, including the occupancy stress test, in the free deal calculator before you set a single rate.

Set Your Minimum Rate

Never go below this number. Factor in:
All variable costs
Your minimum acceptable profit
The effort of a turnover

Some nights aren't worth filling at rock-bottom prices.

Which dynamic pricing strategies actually work?

Demand-Based Adjustments

Adjust rates based on:
Booking velocity: Lots of views/enquiries? Raise prices
Lead time: Last-minute bookings can be lower (or higher for events)
Occupancy: High occupancy = raise future rates
Competitor rates: Market moving up? Move with it

Length of Stay Pricing
Minimum nights: 2-night minimum on weekends reduces turnover
Weekly discounts: 10-15% off for 7+ nights
Monthly rates: 20-30% off for 28+ nights
Gap filling: Discount orphan nights between bookings

Seasonal Multipliers

Apply percentage adjustments to base rate:
Peak season: +30-50% above base
Major events: +50-100% or more
Shoulder season: Base rate
Low season: -10-20% below base

Day-of-Week Pricing
Friday-Saturday: Premium (leisure) or discount (business areas)
Sunday-Thursday: Standard or adjusted for your market
Bank holiday weekends: Premium across all markets

Should you use a dynamic pricing tool?

Automated Pricing Software

Let algorithms do the work:
PriceLabs: Popular, integrates with most PMS systems
Beyond Pricing: User-friendly, good for beginners
Wheelhouse: Strong analytics, learning algorithm
DPGO: AI-powered, growing in popularity

What Pricing Tools Do
Monitor competitor rates constantly
Track local events and demand patterns
Adjust your prices automatically
Learn from your booking patterns
Suggest optimal minimum stay requirements

Cost vs Benefit

Most tools charge 1-2% of booking revenue. If they lift revenue by even 10 to 15 percent, which many operators report once they have data to work from, the ROI is clear. Start with manual pricing, then graduate to tools as you scale.

How does pricing psychology help?

Anchoring

Show your "normal" rate crossed out with the discounted rate. People feel they're getting a deal.

Charm Pricing

£149 feels significantly cheaper than £150. Use it strategically.

Value Framing

"£200/night for a 2-bed apartment" vs "£100 per person per night for 4 guests", same price, different perception.

Scarcity

"Only 2 dates left this month" creates urgency. But only use if true.

What are the most common pricing mistakes?
Racing to the Bottom

Competing purely on price attracts price-sensitive guests who leave worse reviews and complain more. Compete on value instead.
Set and Forget

A price that works in August won't work in January. Review and adjust regularly.
Ignoring Your Costs

Revenue means nothing if you're not profitable. Know your numbers.
Over-Discounting

Deep discounts train guests to expect them. Use strategically, not constantly.
Underpricing Events

Research major events in advance. Some hosts triple their rates for big concerts and still sell out.
Not Testing

Try different price points and measure results. Data beats assumptions.

Should you chase revenue or occupancy?

The 100% Occupancy Trap

Full calendar feels good but often means you're underpriced. Better metrics:
RevPAN: Revenue Per Available Night (total revenue / total nights)
ADR: Average Daily Rate (revenue / booked nights)

Target Occupancy

Aim for 70-85% occupancy at profitable rates, not 100% at rock-bottom prices.

Example:
Option A: 100% occupancy at £80/night = £2,400/month
Option B: 75% occupancy at £120/night = £2,700/month (with less work)

How should you price direct bookings?

Should Direct Be Cheaper?

Yes, but strategically:
Save 15-20% on OTA fees, then share some of that with guests
Offer 5-10% direct booking discount
Or same price with added value (free parking, late checkout)

Best Price Guarantee

Promise guests your direct rates are always equal to or better than the OTAs. It builds trust and encourages direct booking.

How do you test and optimise?

A/B Testing Approaches
Test different price points for similar date ranges
Try different minimum night requirements
Experiment with weekly/monthly discounts
Compare with and without cleaning fees

Track Everything
Booking lead time at different prices
Guest quality vs price point
Cancellation rates by price
Review scores by price segment

Getting Started

Week 1
Research 5-10 competitor properties
Document their pricing across different dates
Calculate your costs and minimum rate

Week 2
Set your base rate
Create a seasonal calendar with multipliers
Identify major events for the next 6 months

Month 1+
Review bookings weekly, adjust based on demand
Track RevPAN and ADR monthly
Consider pricing tools once you have baseline data

Conclusion

Pricing is both art and science. Start with competitor research and cost analysis, then refine based on your booking data. The goal isn't the highest price or the fullest calendar, it's maximum revenue with sustainable effort.

Review your pricing monthly at minimum. Small adjustments compound into significant revenue gains over time. If you want the deeper revenue-forecasting and area tools, plus the template library, they are in the tools membership, and if you would like a second pair of eyes on your numbers, book a discovery call.

Frequently Asked Questions

How often should I change my prices?

Review your calendar at least weekly, and adjust whenever demand shifts. In practice that means checking booking velocity, competitor moves and your lead time on the next few weeks, then nudging rates up or down. Major events and season changes deserve a closer look well in advance.

Is a dynamic pricing tool worth it?

Often yes, once you have a few months of booking data to learn from. Most tools charge 1 to 2 percent of booking revenue, so if they lift your revenue by even 10 to 15 percent the maths works. Start with manual pricing to learn your market, then graduate to a tool as you scale.

What are the main levers that move my SA rate?

Seasonality, day of the week, lead time, local events and your minimum stay rules. Each one shifts demand for specific nights, so the right price is rarely a single number. Layer them on top of a sensible base rate and a firm minimum you never drop below.

Should my direct rates be cheaper than the OTAs?

Usually a little cheaper, or the same price with added value like free parking or a late checkout. You save 15 to 20 percent on platform fees when guests book direct, so you can share some of that and still keep more. A best price guarantee builds trust and encourages repeat direct bookings.

What occupancy should I aim for?

Aim for roughly 70 to 85 percent at profitable rates rather than 100 percent at rock bottom prices. A full calendar usually means you are underpriced. Track RevPAN and ADR each month so you are optimising revenue, not just filling nights.