On 20 January, Hotel Management School Leeuwarden co‑hosted the second meeting of the Revenue Management & Pricing Society (RM&PS) at Postillion Hotel Utrecht Bunnik. This is a new, open network that connects revenue leaders, pricing specialists, academics, and students to strengthen the commercial expertise of the Dutch hospitality sector.
The focus of this session was premium pricing and luxury: why guests are sometimes willing to “trade up” and pay more, what luxury means to different consumer groups, and how hotels can design experiences that justify higher prices which was kicked off by Dr Ian Yeoman’s presentation (Hotel Management School). Followed by speakers from IHG (Frank Komen), Lore Group (Pulitzer Amsterdam) (Lonneke Odekerken), and AAYA Group (Vlatka Barcan), and shared concrete cases: from technology‑driven price optimisation and attribute‑based selling, to “premium by design” and the importance of aligning revenue management with operations and brand.
For Hotel Management School Leeuwarden, RM&PS is an important platform: it positions our school at the heart of the professional pricing community, creates opportunities for applied research, and offers students direct exposure to current industry practice.
The society itself was launched on 23 September 2025, initiated by Dr Ian Yeoman and Marit de Vries (Hotel Management School Leeuwarden), with an inaugural event organised in collaboration with Hotelschool The Hague and attended by over 40 professionals from industry and education. In that first meeting, speakers from Amadeus, Intra Europe (FedEx), BUas and our own school highlighted three gaps: the fast pace of innovation (AI and data‑driven pricing), the need to translate lessons from other sectors (like logistics), and the mismatch between what graduates know about revenue management and the senior roles they enter. These gaps are exactly why the society was set up: to create a national community where industry and education can jointly advance knowledge, share practices, and co‑create the future of revenue management and pricing in the Netherlands.
An interim committee is currently guiding this start‑up phase; Edwin Leenheer (RevControl), Gönül Uyanik (Board of Advisory HMSL), Ian Yeoman (Research Group Disruption, Innovation, and New Phenomena in Hospitality and Tourism), Leila Hulshof (COO Amrâth Hotels), Luc Partouns (Hotelschool Maastricht (Hogeschool Zuyd)), Marit de Vries (Hotel Management School Leeuwarden), Melinda Ratkai (Hotelschool The Hague), Stan Josephi (Hotelschool Breda (BUas)), and Hotelschool Saxion Apeldoorn. All this is supported by industry partners who contribute content and venues. The aim is for the society to become self‑governing and subscription‑based over time, “owned” by the professional community itself (being broader than only hospitality) while maintaining strong ties to higher education and research.
Next step: the next RM&PS meeting will take place on Tuesday 19 May 2026. Colleagues and industry professionals who are interested in revenue, pricing, or collaboration opportunities are very welcome to reach out to Marit de Vries (marit.de.vries@nhlstenden.com) to learn more or get involved.