Pullman Phuket boosts RevPAR after IDeaS RMS switch

Pullman Phuket Arcadia Naithon Beach said it improved revenue metrics after adopting IDeaS G3 RMS, reporting gains in both Revenue Generation Index and RevPAR.

The resort recorded a 10.3% rise in Revenue Generation Index, or RGI, and a 10.5% increase in revenue per available room compared with the same period a year earlier. It also ranked first in its competitive set for average rate index, or ARI.

Pullman Phuket Arcadia Naithon Beach has 227 rooms and is part of Accor's portfolio in Thailand. Revenue strategy for the property is led by Vikas Tomar, Cluster Director of Revenue and Distribution, who oversees four hotels in the country.

Before the revenue management system was introduced, pricing and revenue work at the hotel was handled manually. The software now analyses demand and produces pricing recommendations, reducing time spent on routine revenue tasks.

The shift is significant in a market where hotels are trying to respond more quickly to swings in demand, room mix and booking channel performance. In resort destinations, pricing decisions can directly affect occupancy, room rates and the share of bookings that come through direct online channels rather than intermediaries.

At the Phuket property, management said the system has also supported a larger share of online business and more direct bookings. This suggests the hotel has aligned pricing more closely with market conditions while protecting room revenue.

Manual to automated

Tomar said one of the biggest changes has been the ability to identify gaps in demand across customer segments. "A human can easily miss things, but with G3 RMS reporting, I can look at the data and see what specific market segment we are missing demand from," he said.

The group booking process has also changed. The system includes a group evaluation tool that analyses demand and recommends rates for group business, allowing sales staff to enter group details directly and receive a price recommendation without waiting for the revenue lead to review each request.

According to the company, that has reduced bottlenecks in quoting for group stays. In hotels where revenue oversight is centralised across several properties, delays in responding to group enquiries can hurt conversion rates, especially when competing venues reply more quickly.

Market share

RGI is a common hotel industry measure that compares a property's room revenue performance with its competitive set. A rise in the metric indicates a hotel is increasing market share rather than only benefiting from broader demand growth.

The gains at Pullman Phuket Arcadia Naithon Beach point to stronger relative performance in its local market. The company attributed the result to more precise forecasting and pricing recommendations, which helped the commercial team respond faster in a changing environment.

Revenue per available room, or RevPAR, is another core measure for hotel owners and operators because it combines occupancy and room rate in a single benchmark. A 10.5% rise indicates an improvement in the property's room revenue efficiency over the comparison period.

IDeaS, owned by SAS, supplies revenue management software and services to hotels and other travel businesses. It says it has more than 30,000 installations globally, serving independent hotels, chains, resorts, cruise lines and parking operators.

Hotel groups across Asia-Pacific have invested in revenue management systems as labour shortages and uneven travel demand put pressure on commercial teams to make faster pricing decisions. In response, software vendors have increasingly focused on automating daily pricing work while giving sales and revenue managers more detailed forecasting data.

For Pullman Phuket Arcadia Naithon Beach, the practical benefit has been more time for planning and commercial action rather than manual analysis, Tomar said. "G3 RMS empowers us to utilize our time to generate business, look ahead, and take positive actions to increase property performance. G3 RMS makes it easy to understand your business with one click and gives you a full analysis and reasoning behind system recommendations."