Lybra Tech, a company within the Zucchetti group, has introduced Zenit, an innovative artificial intelligence tool designed to assist hotels in optimising their pricing strategies. This launch took place during a recent session of Turistec's 100% Business cycle, which aims to connect member companies with the latest technological innovations in the tourism sector.
During the online session, Mercè Masip, manager of Turistec, emphasised the initiative's goal of providing a practical and business-oriented platform for member companies to showcase their products and foster new collaboration opportunities within the tourism ecosystem.
David González, a representative from Lybra Tech, outlined the current challenges facing the hotel industry, including demand volatility, shifts in consumer behaviour, and increasingly shorter booking windows. He stated, “The significant challenge is no longer just capturing demand, but converting it into profitability through more agile and efficient revenue management.”
González highlighted the necessity of leveraging advanced technologies capable of analysing large volumes of data to facilitate real-time decision-making. A key focus of the presentation was the evolution of traditional revenue management systems towards more transparent and interactive models. He noted that Zenit aims to eliminate the 'black box' perception historically associated with many revenue management tools.
Unlike conventional systems that recommend pricing changes based on various variables without explaining their reasoning, Zenit provides a detailed interpretation of the factors influencing each suggestion. The platform analyses data from property management systems (PMS), booking pace, demand trends, competition, local events, and market positioning, among other indicators. Based on this information, it proposes specific actions and clearly articulates the rationale behind recommended changes in pricing, restrictions, or actions on certain dates.
Additionally, Zenit features conversational capabilities that allow users to interact with the system using natural language, enabling them to ask questions, request reports, or challenge recommendations, akin to generative AI assistants. During a practical demonstration, Rossana Alterio showcased how users can tailor Zenit's behaviour to meet the specific objectives of their establishments, including defining commercial aggressiveness levels, occupancy targets, budget alignment, and creating customised business rules.
The tool can also automate temporary promotions, manage minimum stay requirements, and adjust strategies based on different occupancy thresholds. It “automatically identifies critical dates, improvement opportunities, and potential revenue risks, providing actionable recommendations and subsequently monitoring the results of implemented decisions.”
The presenters clarified that the goal is not to replace revenue managers but to serve as a continuous assistant capable of analysing thousands of scenarios and providing additional context to enhance decision-making. During the Q&A session, Lybra Tech representatives noted that the solution is designed for establishments of all sizes, from independent hotels to large chains. Its continuous learning and customisation capabilities enable the tool to adapt to the unique characteristics of each property and market, progressively improving its recommendations as it interacts with teams and analyses new data.
The session concluded positively, with attendees encouraged to further explore the potential of artificial intelligence in optimising hotel management and maximising profitability in an increasingly competitive environment.
