Brand Karma and IDeaS Revenue Solutions have joined forces to help provide revenue managers better optimise yield from travellers who rely on word-of-mouth in social media to make their purchase decisions.

Data from Brand Karma’s brand analytic tool, Brand Karma iO, which audits a brand’s reputation online by analysing relevant reviews and benchmarking the brand against its competitors, will now be integrated into IDeaS Revenue Management System (RMS) pricing analysis along with rate and occupancy data.

By combining traditional revenue data with new brand reputation data derived from user-generated-content, revenue managers now have the ability to set prices in the context of historical performance and current market perception.

This feature, called Reputation Management Pricing, will be available within the Best Available Rate (BAR) module from IDeaS RMS.

“These days, almost everybody checks with their friends and social media before booking their travel”, said Morris Sim, Brand Karma’s CEO & Co-founder. “This ‘Instagramable Generation’ compares prices in the context of a brand’s perceived reputation, and revenue managers can now take that into consideration when adjusting their rates to better improve yield optimization.”

Sanjay Nagalia, Chief Operating Officer and Co-founder of IDeaS Revenue Solutions, said the additional feature within IDeaS RMS would enable its clients make better rate decisions in this new age of sharing. “As more travellers share their experiences, word-of-mouth will become an increasingly important factor in the way consumers perceive value for money.”

The Reputation Management Pricing feature is currently in beta status, and will be scheduled for general availability in mid-2014.