See where real demand opportunity exists—so you can improve marketing performance and start capturing incremental revenue. Spotlight brings demand, pricing, and marketing signals together to show exactly when and where campaigns can influence bookings. The result: aligned teams, smarter spend, and marketing decisions backed by clear, measurable impact.
Pinpoint the dates, segments, and room types where marketing can actually influence bookings—using the Potential to Influence score to focus effort where it can move the needle and flag opportunities early enough for meaningful action.
By continuously analyzing forecast and market signals, IDeaS Spotlight highlights the opportunities with the greatest revenue upside—so teams know where to invest and optimize campaigns, without guesswork. It also clarifies why those opportunities matter, from price sensitivity to remaining demand.
Connect campaign activity to changes in forecasted demand to help teams see what’s working, adjust faster, and clearly demonstrate marketing’s campaign performance and incremental value across segments and room classes.
Source: CMO Council Marketing Vitality Index, 2025
The best forecast to use would be the hotel’s revenue management system forecast. This will give you the details of your own hotel’s demand and where marketing efforts are needed to drive incremental demand. Pairing this with a market intelligence report would then give you some perspective on what demand in the market can be captured.
The top marketing activities that will attract guests to your hotel:
Product, Price, Place, and Promotion are the four key points in a hotel marketing strategy. This means ensuring you promote what is special about your hotel or the product, on the appropriate channels your desired guests are shopping. Then you need to sell your rooms at the price appropriate to the quality of your product that is still attractive to those guests.
There are several actions you can take to build a more unified commercial strategy team.
Spotlight works together with IDeaS G3 RMS to produce the demand insights that fuel your marketing opportunities.
Overall, marketing and revenue management teams benefit from Spotlight because it aligns the teams on shared performance indicators. Gone are the days of lagging campaigns, having separate metrics, and trying to consolidate them into something actionable. Spotlight is powered by G3 RMS’ demand forecasting, which enables marketing to take a surgical approach to generating the right demand, at the right time.