How to Get the Most Out of 2026? – 3 Critical Areas for Increasing TRevPAR

In the HoReCa sector in 2026, competition is no longer just about guest numbers, but about the higher value created per guest. Due to rising marketing costs and fluctuating demand, increasing TRevPAR (Total Revenue Per Available Room) has become the most important strategic goal.

We have prepared a comprehensive 11+1 point guide, but let’s look at three areas that fundamentally determine your success in the coming year.

1. Don’t Price by Routine: 2025 Data is the Foundation for Your 2026 Strategy

Many hotels tend to carry over accustomed pricing practices; however, in 2026, this is no longer enough. The essence of dynamic, demand-driven pricing is a conscious logic based on data.

1. Monitor new market players: Many regions are seeing new boutique hotels and resorts whose pricing strategy is often unpredictable at the start. Don’t follow them blindly, but track their movements in time so you can react consciously.
2. Analyze “shoulder periods”: Review your 2025 year in a daily breakdown. Were the minimum stay restrictions relevant around peak periods, or did you unnecessarily exclude paying demand?. Where a mistake occurred last year, you must consciously change for 2026.

2. Know the Booking Windows: Families and Couples Need Different Approaches

By 2026, booking windows will open even wider, so you cannot treat your markets uniformly.

1. Early Birds and Families: Families traveling for leisure typically book much earlier, especially around school holidays. For them, don’t just offer a price discount, but provide extra value: a better room type, more flexible terms, or a pre-booking advantage.
2. Last Minute and Couples: Couples and groups of friends decide at the last minute in much higher proportions, often within 3–7 days of arrival. For them, tools that support quick decisions, such as mobile-optimized offers or “last room” type impulses, work really well.

3. Take Advantage of Legal Opportunities for Direct Bookings

Increasing the share of direct sales is the surest way to improve profitability. Since May 2024, OTA partners in the EU can no longer mandate strict price parity, which is a huge opportunity for hotels.

1. Create a real price advantage: You have the legal option to provide a better
   price or extra benefit on your own channel. If you stick to price parity, then use
   loyalty programs or promo codes tied to newsletter sign-ups to provide a
   competitive alternative for direct bookers.
2. Conscious OTA Management: As a rule of thumb, do not give anything on
   OTA sites (Genius discounts, flash sales) that you do not meaningfully provide
   on your own website. If you do not offer an attractive option on your own site,
   you are cutting the ground from under your own feet in the long run.

These three pillars are just the beginning of a successful 2026 strategy. In the full guide, you can read in more detail about building marketing funnels, digital upsell opportunities, and the
importance of a “Plan B” for weaker days.