IDeaS, has unveiled major upgrades to Spotlight, its award-winning marketing optimisation platform—aimed at giving hotels sharper, more predictive intelligence on where promotions can genuinely move the needle.
Built on IDeaS’ forecasting analytics, Spotlight turns complex demand and price-sensitivity signals into practical direction for marketing teams, pinpointing the periods and traveller segments where strategic offers are most likely to deliver returns.
The standout addition is an industry-first “Potential to Influence” score, designed to quantify how changeable each opportunity is—helping hoteliers focus spend where marketing can drive incremental revenue, rather than simply chasing demand that won’t budge.
The update lands as hotel commercial teams face a tougher operating backdrop, with global RevPAR growth expected to remain subdued while acquisition and operating costs continue to climb.
Early users say Spotlight is already helping them tighten decision-making—pulling budget back from low-impact windows and reallocating it to higher-potential moments where targeted promotion can improve efficiency and lift bookings.
Mike Chuma, Chief Marketing Officer, IDeaS, said, “Hotels everywhere are navigating tighter budgets, shifting traveler behavior, and increased pressure to prove the value of every marketing dollar.
“Spotlight directly addresses that challengem” said Chuma
“By bringing together forecasting, price sensitivity, and demand insights in a way marketers can easily act on, Spotlight helps commercial teams focus their efforts where demand is still up for grabs,”
“This is the type of practical, forward-looking innovation our clients expect from IDeaS, and we’re excited to expand these capabilities to hotels worldwide.” he said
Updated daily, the Potential to Influence score reflects how guests are shopping and how responsive they are to changes in price or promotional messaging.
This gives marketing and revenue teams a clear signal pointing to where demand is available—and where effort is unlikely to change the outcome—supporting more disciplined, effective campaign planning.
Key benefits include:
- Target marketing where it can actually shift demand: Pinpoint the dates, segments and room types that are still influenceable.
- Put budget where it will convert: Pull spend back from periods where demand is already saturated or marketing won’t move results, and redirect it to the highest-potential opportunities.
- Prove impact with clear measurement: Link marketing activity to changes in demand and forecast revenue, strengthening accountability and improving optimisation over time.
Klaus Kohlmayr, Chief Evangelist, Chief Development Officer, and Head of IDeaS.Lab, said, “Over the years our clients have told us one of their highest priorities is to enhance marketing execution and campaign ROI with relevant and timely revenue science data,”
“Spotlight represents a major step forward in how hotels understand—and influence—future demand,” said Kohlmayr
“IDeaS’ unique Potential to Influence index gives teams a clearer sense of which opportunities are truly actionable, allowing them to deploy their limited budget with far greater precision,”
“As IDeaS.Lab continues to push boundaries in applied analytics, we’re committed to helping hotels make smarter decisions that lead to stronger commercial outcomes.” he said.
IDeaS, now delivers revenue science to more than 30,000 properties across 164 countries — a global footprint that underscores just how central automated revenue management has become to the modern hospitality industry.
