In the article dedicated to the topic of prices in the accommodation sector in Ferrara, Zeno Govoni (owner of the Hotel Annunziata and former president of Federalberghi Confcommercio) makes use of the historical and dynamic data from the Observatory HBenchmark to analyse the actual trend of tariffs and shed light on the phenomenon of pricing dynamic.

Using consolidated data from the sample of city properties monitored by the platform, the analysis shows how episodes of tariff increases should be contextualised over broader timeframes and evaluated in light of inflation trends.

The key points emerging from the data analysis

• Performance over the seven-month period (+3%): In the first seven months of the year, the average selling price stood at 93 € (compared with €90 the previous year), recording a modest increase of 3%, broadly in line with the national inflation rate (+2.3%).
• Seasonal peaks and events: The month of June showed an average increase of 118 € (compared to the €92 of the previous year) driven by the concentration of major events, demonstrating how dynamic pricing responds to demand peaks without representing a permanent structural trend (July actually recorded an average of €85).
• Transparency and measurement: Using reliable data collected directly from hotel management systems (PMS) via HBenchmark helps to avoid analytical distortions resulting from ad-hoc surveys on online distribution channels (OTAs), which are often burdened by intermediary commissions.
• Economic sustainability of management: The average annual tariff trend reflects the strategic necessity for businesses to balance high-occupancy periods with low-seasonality ones in order to safeguard operating margins.

As highlighted by the debate, the availability of aggregate, objective and real-time data provided by HBenchmark confirms itself as a fundamental point of reference for correctly interpreting market dynamics free from partial assessments.