Dynamic Pricing

It works out what each room should cost on each night, based on how much demand it expects — then recommends a price. Amiqa's own description: "Price recommendations based on forecasted demand and competitor trends."

The problem it solves is one every small hotel has. Big hotels employ a revenue manager whose whole job is deciding what to charge tomorrow, next weekend, and during the festival in March. You do not have one, so your prices probably move twice a year, if that.

Every night you sell too cheap is money you will never get back — the room was going to be sold anyway. Every night you price too high is an empty room, and an empty room earns nothing at all.

The model looks at your own booking history, the season and day of week, local holidays, the weather, and what comparable hotels nearby are charging. Then it tells you where your price is wrong, in either direction.

Green means put the price up. Purple means bring it down. Amiqa spells it out: "Green indicates a recommended price increase due to high demand. Purple indicates a recommended price reduction to help boost occupancy."

So you can read a month at a glance:

• A run of green — demand is building and you are priced below it. This is the most profitable thing on your screen.
• A run of purple — those nights are not filling at your current price. Coming down a little now beats an empty room later.
• Neither — you are roughly right. Amiqa says "Nothing to change here", which is a real answer, not a failure.

Each date shows your Current price against the Recommended one, so you always see what you would be changing from.

Both compare Current against Recommended — one for price, one for the occupancy each would produce.

Read them together. The pricing chart shows the gap between what you charge and what Amiqa thinks you could. The occupancy chart shows what that gap is costing or protecting. A big price gap with little occupancy difference means you are leaving money behind for no reason.

There is also Room statistics, weekly, per room type — useful when one type consistently outperforms and deserves a different pricing approach.

Two ways, depending on whether you want to decide each time or hand it over.

Decide each time. Look at the recommendation, then set that price in the Front Desk — Inventory, where you paint a rate group across dates or edit a single day. Recommendation on the Dashboard, action in Inventory. Once you have seen a run of green for a particular week, painting a higher rate group across it takes seconds.

Hand it over. Turn on Autopilot and Amiqa applies its own recommendations continuously, without you doing anything.

You can also Download Suggestion — the current month to date, or the complete forecast — as a report listing room type, room, current price and recommended price. Useful if you want to think it through away from the screen, or hand it to whoever sets your rates.

Amiqa managing your prices for you, continuously, without asking each time. The confirmation explains exactly what you are agreeing to:

> "The Autopilot feature allows Amiqa to automatically manage your prices based > on market conditions. When activated, Amiqa will continuously adjust your rates > to optimize revenue and occupancy without requiring manual updates."

You will be asked to confirm — "Are you sure you want to activate autopilot pricing?" — with Yes, activate or No, go back.

This is the difference between having a pricing tool and having a revenue manager. Reviewing recommendations still costs you attention every week, and the weeks you are busy are exactly the weeks you skip it — which tend to be your busiest weeks, when pricing matters most. Autopilot does not get busy.

When to turn it on: once you have watched the recommendations for a few weeks and they look sensible for your market. Trust it after you have seen it, not before.

When to leave it off: your first weeks on Amiqa, or if you have pricing commitments the model cannot know about — a negotiated corporate rate, a wedding block, an agreement with a tour operator.

Ignore it. Nothing is applied without you unless Autopilot is on, and the report itself says decisions stay with the person managing pricing.

But before overruling, it is worth asking which of you knows more. The model sees your booking history, the season, holidays, weather and competitor rates. It does not know a wedding party is arriving, or that the road is closed for two weeks, or that you promised a returning guest last year's rate.

• You know more about one-off local events, commitments you have made, and what your hotel is worth in ways numbers miss
• It knows more about patterns across months of your own data, and about competitor movements you have not checked today

If you find yourself overruling in the same direction every week — always pricing above or below it — that is worth mentioning to support. Consistent disagreement usually means the model is missing something about your property.

Recommendations get better with more data. A property with a year of history gets sharper forecasts than one with two months, which is why uploading historical data at setup pays off for a long time.

Yes — Download Suggestion, either Current month to date or the Complete forecast.

The report is titled "Amiqa Dynamic Pricing Suggestions" and lists room type, room, current price and recommended price, with a note that the figures are recommendations and final decisions rest with whoever manages pricing.

Useful for a weekly pricing review away from the screen, for sending to a partner or manager who does not use Amiqa daily, or for keeping a record of what was recommended and what you chose to do.

Look for purple on the pricing calendar. Purple is Amiqa saying those nights need a lower price to fill — which is the same as saying demand is soft there.

Cross-check on Statistics, where forecast occupancy for the period ahead shows you the shape of the problem: a single quiet Tuesday is noise, a soft fortnight is something to act on.

Once you have found them, you have more than one lever:

• Lower the rate on those nights, which is what the recommendation suggests
• Relax restrictions — a two-night minimum on a quiet week is turning away the bookings you want
• Run a promo code on your own booking site, so the discount goes to guests who book direct rather than to an OTA
• Push those dates in an email or on social, where a specific date with a specific price converts better than a general offer