IDeaS unveils Spotlight to boost hotel marketing with AI insights

IDeaS has launched Spotlight, a new hotel demand intelligence solution aimed at supporting marketers to drive targeted demand generation.

The Spotlight solution is designed to serve both individual hotel properties and larger portfolios by enabling identification and activation of high-value marketing opportunities. It utilises advanced analytics and artificial intelligence to inform marketing tactics, linking demand forecast and price sensitivity capabilities in order to help hoteliers make data-driven decisions about allocating marketing budgets.

The offering is positioned to address challenges in the hospitality sector, where uncertainty, rising marketing expenses, and increasing operational costs have made it necessary for marketers to ensure that each dollar spent translates to measurable revenue outcomes. Leveraging the demand forecasting capabilities for which IDeaS is known, Spotlight seeks to provide a tool that unifies commercial strategies and helps hotel marketers optimise their spend.

According to IDeaS, key features of Spotlight include a dashboard that translates forecast data into marketing action by automatically highlighting periods of high revenue potential. This is intended to enable hotel marketers to launch timely campaigns that target these opportunities. The platform also incorporates price sensitivity signals, providing the ability to increase campaign conversion rates and influence guest behaviour based on data-driven insights.

The solution is powered by the IDeaS G3 RMS advanced forecasting engine, allowing teams to proactively adjust their strategies and take a precise approach to generating demand. Another aspect of the solution is its facilitation of collaboration, providing intuitive workflows that streamline communication between marketing and revenue management teams and ensuring all revenue opportunities are considered.

Mike Chuma, Vice President of Global Marketing at IDeaS, said: "For years, IDeaS solutions have served as the source of truth for future demand. With the introduction of Spotlight, hotel marketers can now drive their campaigns with that same state-of-the-art demand-driven forecasting. Spotlight is a purpose-built performance intelligence tool designed specifically for marketers. Gaining future insights available only from IDeaS' G3 RMS, hotel marketers can now connect the dots from forecast to action at a speed and scale like never before, leveraging and measuring the impact of demand-generating campaigns."

Sanjay Nagalia, Co-founder, Chief Operating Officer & Chief Technology Officer at IDeaS, said: "It's clear there's a world of potential for the hospitality organizations that can bridge the gap between forecast data and tactical execution. IDeaS is committed to providing the industry with the innovative tools needed to maximize the profitability and effectiveness of their commercial teams, and Spotlight is the latest in our efforts to break down the barriers to data-driven success."

The company stated that Spotlight will initially be available to select IDeaS clients beginning in July 2025.