Luis Ramírez was for many years the director of revenue management and online marketing at Eurostars Hotelsa relationship that has not ended to this day, since with his company Yield Revenue, he continues to advise the Hotusa Group chain.
It was there that Ramírez began to put into practice the strategic directions aimed at achieving these goals, training hotel staff to organize teams to work on it.
Due to all this, it can be affirmed that Luis Ramírez was one of the first to introduce the techniques, tools and the know-how that served as the basis for developing all the subsequent science of Revenue Managementand one of the epicenters from which many of the professionals who perform this profession today emerged.
Throughout his more than 25 years of experience in the sector, he has created various processes and management tools for obtain maximum profitability in the hotel field, like the city pick up. This is how it has been forging the two guiding principles that today guide the spirit of work of Yield Revenue: research and innovation.
—First of all, and for those who still don’t know, who is Luis Ramírez?
—There are few Revenue companies where the visible head and founder is the same one who analyzes prices daily, deciding on every little detail to get the most out of the forecast demand.
Before launching Yield Revenue, I worked for more than eight years at the prestigious Eurostars chain. For this reason, I have not only dealt with the analysis and daily monitoring of properties in national territory, but throughout the world, making projections to estimate the future profitability that a certain establishment could provide, whether it was an urban hotel, vacation hotel, mountain hotel, apartment tourist or MICE accommodation.
In addition, I have also been in charge of training many of the professionals who today work as revenue managers and others who have even set up their own companies.
To this day, I dedicate myself to constantly training my staff, transmitting all the necessary knowledge to set the best possible price given the demand and supply of hotels in a specific destination.
In short, for me, Revenue is not only my livelihood, but a passion that has given meaning to my professional and personal life.
—Why do you think it is important to outsource Revenue Management?
—For any hotelier, outsourcing the management of their property when it comes to the marketing and sale of accommodation is usually an extremely risky and arduous decision.
The reasoning is usually the following: Why let another company decide on my pricing policy when I know what differentiates my establishment from any other and what are my profitability thresholds?
However, by analyzing the results offered by companies such as Yield Revenue, they can see how they continuously maximize their profit, improving all the indicators.
In addition, Yield Revenue does not mean outsourcing the “core business” of your hotel, but acts as an extension of your establishment that adjusts and adapts to the needs of customers.
—What differentiates Yield Revenue from other companies in the sector?
—The main reason to choose Yield Revenue is because whoever decides to do so will earn more money with their property and their business will grow exponentially.
We treasure numerous success stories that exemplify our excellence in the way we work and our commitment to constantly improve results. Without going any further and to illustrate it, in the middle of the low season during the pandemic, Yield Revenue managed to obtain increases in RevPar of up to 25% when any hotel in the city of Barcelona saw its prices plummet by more than 40%.
Also, we have closed 2022 with record results for our clients, with improvements between 20 and 50% compared to 2019.
In addition, if the client is not happy with the services provided, the contract is terminated without any penalty. Likewise, Yield Revenue manages to establish fruitful negotiations with the booking engine, OTAS and various agencies to get the best possible deal for the property while also maintaining a great relationship with the main distributors.
—What are your medium-term goals?
—Obviously, we are committed to continuing research, as research is vital to continue anticipating trends in the hotel market.
Innovating, adapting and renewing certain aspects of the operation is imperative to evolve and Yield Revenue has been reproduced under these guidelines.
The human aspect is elementary and that is why outsourcing revenue with our company makes even more sense, since on many occasions the staff who work in hotel establishments end up leaving, starting a new career. complex recruitment and training process clearly affecting the current strategy.
With Yield Revenue this service is uninterrupted since we have managed to keep all our staff in our ranks.
—How is your commitment to innovation?
—At Yield Revenue we have been able to design an algorithm to automate decision making and obtain the best possible price in revenue management.
The algorithm collects and examines different parameters and variables depending on the filling curve, setting the appropriate price for a specific day and the following.
