Strategic Analysis of Revenue Management Practices in Four-Star Hotels in Lagos, South West Nigeria

This study undertakes a strategic analysis of revenue management practices in four-star hotels in Lagos, South West Nigeria. As Nigeria's commercial hub, Lagos hosts a concentration of mid-to-upper market hotel properties where revenue management competence directly determines financial performance and competitive positioning. The study adopts a mixed-method design, combining structured questionnaire surveys administered to revenue managers, general managers, and sales directors across 18 four-star hotels with in-depth interviews for contextual insight. Revenue management dimensions examined include demand forecasting accuracy, dynamic pricing implementation, distribution channel management, and length-of-stay controls. Findings reveal that while 72 percent of sampled hotels employ dedicated revenue management personnel, fewer than half utilise integrated revenue management software, relying instead on spreadsheet-based analysis. Displacement analysis is rarely conducted before accepting group bookings, resulting in suboptimal yield outcomes during peak periods. Hotels affiliated with international brands demonstrate significantly higher revenue per available room compared to independently operated properties. The study recommends adoption of cloud-based revenue management systems, cross-departmental revenue management training, and greater collaboration between sales and reservations teams. It further advises the Nigerian Hotel and Personal Travel Agents Association to develop a revenue management competency framework for the industry. These measures are expected to improve profitability, reduce revenue leakage, and strengthen the long-term financial sustainability of four-star hotels in Lagos. Keywords: revenue management, dynamic pricing, hotel performance, Lagos, yield management