Kith & Kin Hospitality Podcast -

Guest: Ines Llerena del Blanco, Pricing Strategist at Pearson Ham Group

Host: Cassie Davison

In this episode of the Kith & Kin Hospitality Podcast, Cassie Davison sits down with Ines Llerena del Blanco, a pricing strategist with 25 years of experience in the restaurant and hospitality industry. Ines shares her journey from working in restaurant operations to becoming a pricing consultant, helping businesses develop effective pricing strategies. She discusses the role of data in pricing decisions, the importance of customer insights, and how pricing impacts profitability in hospitality.

• Inspired by childhood experiences at family friends' restaurants.

• Studied Hotel & Restaurant Management in the US after receiving a scholarship.

• Gained hands-on experience working in various hospitality roles, including Compass Group, Club Med, and Intercontinental Hotels.

• Transitioned from operations into pricing consultancy after obtaining a Master’s degree from Cornell University.

• Why Pricing Matters: Margins in hospitality are razor-thin, and pricing is crucial for profitability and sustainability.

• Key Factors in Pricing Strategy: Understanding brand identity, customer expectations, and market conditions.

• The Role of Data: Using transactional data to determine demand trends, optimal pricing, and customer purchasing behavior.

• Technology's Influence: AI and data analytics are now accessible even to smaller businesses, helping them make informed pricing decisions.

• Hospitality businesses must define their brand and understand their customer base to set effective prices.

• Pricing strategies should align with customer expectations and perceived value.

• Businesses can leverage AI and big data to refine their pricing models.

• Pricing adjustments should be clearly communicated to both customers and staff.

• Staff training is critical in handling customer feedback on pricing.

• Poor communication can negatively impact customer perception and trust.

• The industry has evolved, but long hours and operational demands remain significant challenges.

• Women in leadership roles in hospitality are still underrepresented due to work-life balance challenges.

• The industry fosters resilience, adaptability, and strong interpersonal skills.

• Hospitality careers are diverse, from front-line operations to data analytics, consulting, and strategy.

• There are growing opportunities in pricing strategy, revenue management, and customer experience optimization.

• The industry offers valuable skills that are transferable to other sectors.

• “The only way to provide an amazing experience is by generating profits – training staff, using quality ingredients, and maintaining beautiful venues all require financial investment.” – Ines Llerena

• “So much of pricing is about perception. How you communicate price changes can be just as important as the prices themselves.” – Ines Llerena

• “This industry teaches resilience, adaptability, and teamwork. It prepares you for anything.” – Cassie Davison

• Connect with Ines Llerena del Blanco on LinkedIn: LinkedIn - Ines Llerena del Blanco⁠

• Host: Cassie Davison:www.cassiedavison.co.uk

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