92 Int. J. Revenue Management, Vol. 9, Nos. 2/3, 2016 Copyright © 2016 Inderscience Enterprises Ltd. Hotel strategic pricing in Europe: a 10-year exploration of competition Cathy A. Enz and Linda Canina School of Hotel Administration, Cornell University, Ithaca, NY 14853-6902, USA Email: cae4@cornell.edu Email: lc29@cornell.edu Jean-Pierre I. van der Rest* Department of Business Studies, Leiden Law School, Institute for Tax Law and Economics, Leiden University, Leiden, 2311 ES, The Netherlands Email: j.i.van.der.rest@law.leidenuniv.nl *Corresponding author Abstract: This study explores the effects of competitor pricing levels on relative revenue among over 4000 hotels in Europe over a 10-year period (2004–2013). This sample of European hotels, which included both independent and chain-affiliated properties, achieved higher revenue per available room (RevPAR) than direct competitors when they positioned their hotels with comparatively higher prices. These data revealed that regardless of the economic situation of the time period, hotels that positioned with average daily rates (ADRs) above those of their direct competitors benefited from higher relative RevPAR even though they experienced lower comparative occupancies. This finding was stronger for chain-affiliated vs. independent hotels. Maintaining a consistent relative price over time did not significantly affect revenue performance, controlling for hotel type and location. As is the case with previous, similar studies, the findings argue for a firm, strategic approach to pricing, rather than a reactive or strictly tactical approach. Keywords: pricing strategy; revenue management; competitive dynamics; price positioning; discounting; hotel industry. Reference to this paper should be made as follows: Enz, C.A., Canina, L. and van der Rest, J.I. (2016) ‘Hotel strategic pricing in Europe: a 10-year exploration of competition’, Int. J. Revenue Management, Vol. 9, Nos. 2/3, pp.92–107. Biographical notes: Cathy A. Enz is the Lewis G. Schaeneman Jr. Professor of Innovation and Dynamic Management and a Full Professor in Strategy at Cornell University. She served as an Associate Dean for Industry Research and Affairs and Executive Director of the Center for Hospitality Research from 2000 to 2003. She has published over 100 journal papers, book chapters and four books in the area of strategic management. Her research has been