Introducing ADA: Our Advanced Demand Algorithm for Hotel Forecasting

Smarter pricing and revenue management decisions using insights from both your business and the wider economy.

Over the past couple of years, we’ve had more conversations than we can count with hoteliers feeling completely overwhelmed.

Forecasting is harder. Booking behaviour is all over the place. And the tools that used to help us feel in control, like historical data or compset reports, just aren’t giving us the clarity we need anymore.

Sound familiar?

Well, it was starting to sound very familiar to me, too. And I knew we had to act.

So after 18 months of development (and quite a few spreadsheet filled late nights), I’m delighted to say that we’ve launched one of our biggest upgrades to date: ADA – the Advanced Demand Algorithm.

And I’ll be honest: I’m so proud of this one.

The world changed. So our forecasting needed to as well.

When we first started building ADA, it came from a simple truth: hoteliers need better tools. The market is no longer predictable. Booking windows are tighter. Demand changes fast. And what’s going on outside your hotel - things like inflation, interest rates, even regional economic health – has a very real impact on what happens inside your hotel.

We knew we needed a smarter way to manage pricing.

ADA does just that. It blends your internal data, your own bookings, your pace, your historic trends,  with external signals like city-wide demand, macroeconomic performance and guest buying behaviour.

It’s broader. It’s more accurate. And it’s built for forward-thinking teams who want to price with confidence, not just react to the day in front of them.

Because in today’s market, foresight matters more than hindsight.

Built with hoteliers, not just for them

One thing I’m especially proud of is how ADA came to life. This wasn’t something we built in a silo.

It came from listening to you, our hoteliers.

We asked what you needed. What was missing. Where you felt stuck. And we made sure ADA responded to that, with smarter insight, better automation, and a more holistic view of what’s coming next.

This is a tool designed to help lean revenue teams think like enterprise strategists. To move faster. To see further. And to make better decisions earlier.

And the best thing has been the wonderful feedback

“ADA has refined and improved our pricing recommendations,” says Megan Wright, Group Revenue Manager at Galgorm. “It’s enhanced accuracy, saved time, and helped us make faster, more informed decisions.”

And from Fiona Giacomini, Group Revenue Manager at Young’s Pubs:

“ADA has given us greater agility in managing rates and more autonomy for our on-site teams. It made complete sense to roll it out across the group.”

Honestly, feedback like that makes all the hard work worth it.

And this is just the beginning…

ADA is the first of several big updates we’re rolling out this year. We’re investing heavily in giving revenue teams the tools they need to cut through the noise, gain clarity, and deliver real commercial results without burning out.

So if your forecasting tools feel stuck in the past...
If you’re tired of reacting instead of planning...
If your market feels anything but predictable...

Then ADA was built for you.

Here’s to smarter decisions, made earlier , and with a whole lot less stress.