During last year’s Vibrant Gujarat Summit, I saw hotel rates jump from ₹10,000 to ₹55,000 a night—and it made me stop and think. Was this smart revenue management… or just short-term greed?In this episode, I share that real story and dive into what it really means to balance demand, loyalty, and long-term brand value. I also talk about the role of brands, the risks of franchised pricing decisions, and the questions I believe every revenue leader should ask before setting that high-demand rate.If you’re in hospitality or revenue strategy, this one’s for you.

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