Market Demand gives every date in the next 12 months a demand score from 0 to 100, based on what your competitors are charging and whether they still have rooms.
How to view it:
- Open your Pricing Calendar.
- At the top of the date panel on the right, find Calendar view.
- Click Demand.
Every date on the calendar is now coloured by its demand score, and the score appears at the bottom of each tile. Click Occupancy to go back to the occupancy color scale. Your prices don't change when you switch views; only the coloring does. Click Legend next to the toggle for a reminder of what the colors mean.
Reading a calendar tile
In the Demand view, each tile's color runs from blue (low demand) through cream to coral (peak demand). The number in the small white badge at the bottom of the tile is that date's demand score. The rest of the tile is unchanged: your price in the centre, occupancy on the bottom left and your ADR on the bottom right.
Tier | Score | Colour |
|---|---|---|
Low | below 40 | blue |
Moderate | 40 to 75 | cream to light orange |
High | above 75 | orange |
Peak | above 92 | coral |
Dates in the past have no score and show in light grey.
The color and the occupancy figure answer different questions. A coral tile with low occupancy is a date the market is seeing demand that you haven't filled yet, which is often the most useful thing to spot.
The Market Demand card
Click any date and the date panel shows a Market Demand card between Pickup and Competitive Pricing. The top row shows the score, its tier and the market median; click the card to open the details.
Part | What it tells you |
|---|---|
Score and tier (e.g. 86, High Demand) | The date's demand score and which tier it falls in. |
Higher than N% of days this year | How the date ranks against every other scored date in the next 12 months. "Higher than 99%" means only about 1% of dates look busier. |
Market median | The middle of your competitors' lowest available nightly rates for that date. |
The market | How the date compares with a typical day of the same weekday, for example "Stronger than usual for a Friday — a typical Friday scores about 69, this one 86." On the bar, the dot is this date's score and the green tick is the typical score for that weekday. |
Your rate vs market | Your current price for the date next to the market median, with the difference as a percentage. The bar runs from the lowest to the highest competitor rate. |
Comp availability | How many of your competitors still have rooms, for example 7/7. Each block is one competitor: green has rooms, amber is on a minimum stay, pink is sold out, grey wasn't shopped. |
Demand momentum | Whether the score has moved since about a week ago: Building (up 4 points or more), Steady or Softening (down 4 points or more), with the change in points. New dates show "Not enough history" until there is an earlier reading to compare with. |
Refreshed | When competitor rates for this date were last collected. |
How the score is calculated
The score comes from the competitors in your comp set. For each date, DIAMO looks at two things:
- How each competitor is pricing it, compared with its own normal prices. A competitor charging near the top of its usual range for a date counts as strong demand, whatever its actual price. That means a luxury resort and a budget inn count equally, and the score reflects the date rather than which hotels are in your set. Each rate is compared with what that competitor usually charges the same distance from arrival, so a date three months out isn't judged against last-minute prices.
- Whether competitors are selling out. A sold-out competitor counts as strong demand, because it means inventory is more limited. Rooms a competitor simply hasn't released yet, which is common for dates far in the future, are left out instead of being treated as sold out.
These readings are combined across your comp set into one score from 0 to 100. Because the score is built from competitors, it can rise before your own bookings do. That's the point: it's an early read on the market, not a forecast of your occupancy.
How often it updates
Scores are recalculated twice a day. Competitor rates for the next 60 days are collected every day; dates further out are collected once a week. A score for a date several months away can therefore stay the same for a few days, and the Refreshed date on the card tells you how current it is.
When you won't see a score
- Properties without enough competitor data. The score needs several competitors with rates, and competitors whose prices actually move through the year. If that isn't there yet, the card says "No material demand signal for this property" and the Demand option doesn't appear in the calendar toggle. This usually clears once your comp set is complete and has been shopped for a while.
- Dates no competitor has rates for yet.