Hotel Revenue Glossary · Strategy
Demand Calendar
A forward-looking view of expected demand levels for each date, typically color-coded by intensity (red for high demand, yellow for moderate, green for low). The demand calendar incorporates events, historical patterns, current pace, and market intelligence.
Why it matters: The demand calendar is the revenue manager's primary planning tool. It provides at-a-glance visibility into which dates need attention, which can hold rates, and which require promotional action — enabling proactive rather than reactive management.