IDeaS, a SAS company and leader in AI-powered hospitality revenue management, has announced significant updates to its marketing optimisation solution, Spotlight. The enhancements, set to be available globally by late March, introduce the "Potential to Influence" score, a pioneering feature that quantifies how influenceable market opportunities are, allowing hotels to focus their marketing efforts where they can drive incremental revenue.
Spotlight's new capabilities come as global revenue per available room (RevPAR) growth remains modest, with rising guest acquisition costs and operating expenses. The solution uses IDeaS’ advanced forecasting analytics to translate complex market demand and price-sensitivity signals into actionable insights for hospitality marketing teams. This enables them to identify periods and segments where strategic promotions can have a real impact.
Mike Chuma, Chief Marketing Officer at IDeaS, stated, “Hotels everywhere are navigating tighter budgets, shifting traveller behaviour, and increased pressure to prove the value of every marketing dollar. Spotlight directly addresses that challenge.” The tool helps commercial teams focus their efforts on demand that is still up for grabs, ensuring more disciplined and effective campaign planning.
Klaus Kohlmayr, Chief Evangelist and Head of IDeaS.Lab, added, “Spotlight represents a major step forward in how hotels understand—and influence—future demand. Our unique Potential to Influence index gives teams a clearer sense of which opportunities are truly actionable.”
The updates will be showcased at ITB 2026 in Berlin, where hoteliers can explore the benefits of Spotlight at IDeaS' booth. This innovation promises to enhance marketing execution and campaign return on investment by providing timely revenue science data, ultimately leading to stronger commercial outcomes for hotels worldwide
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