Pricing intelligence for independent hotels
We built dynamic pricing tools for Premier Inn, National Express, and some of the UK’s biggest brands. Now we’re building them for independent hotels — so a 50-room boutique gets the same pricing intelligence as an 800-room chain.
The problem
You know you should adjust more often. But between running the hotel, managing staff, and looking after guests, pricing falls to the bottom of the list. Meanwhile, the chains are adjusting theirs 30+ times a day.
Booking.com and Expedia take a quarter of your revenue. You’d love more direct bookings, but they outspend you on marketing and their booking experience is hard to compete with.
That bank holiday weekend was fully booked by March. The festival Saturday sold out in days. You charged your standard rate and watched it fill instantly — which means you underpriced it.
What we do
We track your competitors’ rates, local events, and market demand every day — and tell you exactly what to charge, and why. You get pricing recommendations from the experts. We do the heavy lifting. And unlike a piece of software you’re left to figure out on your own, there’s always a person behind it who knows your hotel.
We build a live dashboard showing how your rates compare to competitors across the next 90 days. It flags dates where you’re significantly under or overpriced, tracks rate changes in your market, and estimates the revenue you’re missing. No PMS connection. No installs. We build it from publicly available data and send you the link.
Build your dashboard →We take one period you’re struggling with — often a bank holiday, a festival, or high season — and restructure your rates based on market data, competitor positioning, and demand signals. You see the impact on that period’s revenue and decide whether to go further. Most hotels see 15–25% uplift on the dates we touch.
Book a free callWe monitor your market continuously, adjust your rates weekly, flag opportunities you’d otherwise miss, and report on the impact every month. Everything we did as pricing directors at the chains — without the £1,500 day rate.
Book a free callThe opportunity
Move the sliders to match your hotel. The number on the right is what we typically see hotels like yours leave on the table each year.
An estimate based on our experience helping hotels like yours. Your free dashboard will show you the real number based on your actual market.
Build your dashboard →Your dashboard
See exactly where you sit against 3–5 comparable hotels across the next 90 days.
Colour-coded flags for events, bank holidays, and high-demand periods where your rate is below market.
A clear pound figure showing what smarter pricing could earn you this year.
About us
Nathan has spent over a decade leading pricing transformations for some of the UK’s biggest brands. At National Express, he led the shift from manual pricing to machine-learning-driven dynamic pricing, unlocking £7m in additional profit. At Premier Inn, he ran pricing and strategy for their 800+ hotels, and oversaw the shift to the new dynamic pricing world. He wants to do the same for your hotel.
Previously at Strategy& (PwC), and across consulting engagements for M&S, Bain Capital, SHL, and others.
Alex has been CFO of a tech company serving tens of millions of users, a strategy consultant at BCG, and an investment banker at Citi. At Gett, he served as both Finance Director and Operations Director, running UK operations and leading the business through its transition to profitability.
He builds the data infrastructure and commercial model behind Otterly Booked — making sure the pricing intelligence is accurate, the tools work, and the economics make sense for independent hotels. He joined because he saw an industry where the technology existed but nobody had packaged it properly for the people who needed it most.
FAQ
No. Our initial analysis uses only publicly available data — your rates, your competitors’ rates, and local demand signals. No PMS integration, no setup, no IT involvement. If we work together ongoing, we can integrate with your systems later to go deeper — but it’s never required to get started.
Most are self-serve software tools. You sign up, connect your PMS, and figure it out yourself. Some hotels get great results from them. But most independents we’ve spoken to either never adopted one or tried and stopped using it — because software without expertise behind it only gets you so far.
We’re people who manage your pricing for you, backed by our own expertise and technology. We’re so confident in our approach that we offer a performance guarantee — if we don’t deliver measurable uplift, you don’t pay.
Primarily 20–150 rooms. Large enough that pricing optimisation moves the needle, small enough that hiring a full-time revenue manager doesn’t make sense.
The dashboard is free. The Quick Win is a one-off engagement. The Revenue Partner is a monthly fee that’s typically less than what you’d save in a single month. We’ll give you exact numbers on a call once we understand your hotel.
The dashboard shows you your opportunity immediately. If you go ahead with a Quick Win, most hotels see measurable impact within the first peak period we work on — usually 4–8 weeks.
Or email us at hello@otterlybooked.com — we reply to every message personally.