Smartness reviews: Bio Natur Resort (Germany) - Case study | Smartness

Context

Under the MC Monti brand, Hubertus Wichmann operates a growing franchise network in the budget segment, complemented by the umbrella brand BioNaturResorts, which includes sustainable hotels, suites, apartments, and camps. The operational structure is diverse—ranging from franchise and licensing models to fully owned properties. Locations span from urban centers like Cologne to scenic natural destinations on the coast and in the Alps.

This variety is reflected in the guest profiles and booking patterns: in cities, long stays by business travelers and trade workers are common, while in nature-focused destinations, classic leisure tourism dominates. The pricing strategy, therefore, must be both centrally manageable and granular enough to meet the needs of each property type.

Roughly 42% of bookings are made via OTAs, with the remainder coming through direct channels such as the website, phone, or email. The long-term goal is to grow the share of direct bookings—not just through marketing, but by offering compelling price-value propositions.

The challenge

As the network expanded, managing pricing across all properties became increasingly complex. Different guest types, demand patterns, lengths of stay, and seasonality required a more dynamic approach. Off-the-shelf tools with standard strategies couldn’t keep up.

The goal was to find a solution that could scale efficiently while allowing detailed control at the property level.

“Smartpricing gives us the market transparency we need to manage this level of complexity.”

The solution

Smartpricing was implemented to create automated, differentiated, and efficient pricing strategies across the group. In day-to-day operations, this means:

Clustering by location type and guest segment: Properties are grouped by city/nature and guest types (e.g., leisure, business, trade workers), each with its own strategy
Automated pricing at high frequency: Rates are updated based on demand trends from 6 weeks to 3 days in advance
Compset analysis and intelligent price yielding: Market prices are monitored to position offers competitively

Beyond the features, the deciding factor was the complete package: robust tech, expert guidance, and continuous development. Smartpricing stood out thanks to its personalized support, training resources, and technical flexibility.

“Other tools couldn’t handle our mix of guest types and property locations. Smartpricing fits our operational model—and that made all the difference.”

The results

Implementing Smartpricing led to a 72% time savings in pricing management—a major efficiency boost paired with higher transparency.

The benefits were especially clear during high-demand periods: for major trade fairs and events, Smartpricing enabled Wichmann to achieve up to 45% higher prices compared to previous strategies.

Wichmann sees the key to success not just in the tool itself, but in how it’s used: a dedicated team member actively manages pricing strategy across all properties.

“Smartpricing isn’t a plug-and-play solution. If you use it smartly, it creates real competitive advantages. But you need to engage with the system and apply it strategically.”