© 2026 Lyuba Sorokina
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LYUBA SOROKINA
Let's talk about what I can do for your business
Schedule a free discovery call
REVENUE STRATEGIES
FOR NEXT GENERATION
HOSPITALITY
FOR NEXT GENERATION
HOSPITALITY
Revenue management & reputation consultant for hostels, hotels & hybrid businesses
Let's talk about what I can do for your business
Schedule a FREE discovery call
REVENUE MANAGEMENT
FOR NEXT GENERATION
HOSPITALITY
FOR NEXT GENERATION
HOSPITALITY
ABOUT
I'm a revenue manager specialising in hybrid hospitality: where hotels blend with hostels, co-living spaces or student housing, each with its own audience, channels, price logic and revenue metrics.
Brands redefining hospitality are built to be different, and unified RMS algorithms can’t grasp everything that stands behind them. Getting their pricing right takes first-hand knowledge of how they operate and that's where I come in.
I help RMS fit the business. I tune its strategy settings to each property's model, including seasonal switches, and set the guardrails it works within: rate floors, ceilings and the market position the brand wants to hold. I challenge its data and take over where algorithms lack context: openings and ramp-ups, sudden market shifts, and group requests that need the full picture before a yes or no.
Brands redefining hospitality are built to be different, and unified RMS algorithms can’t grasp everything that stands behind them. Getting their pricing right takes first-hand knowledge of how they operate and that's where I come in.
I help RMS fit the business. I tune its strategy settings to each property's model, including seasonal switches, and set the guardrails it works within: rate floors, ceilings and the market position the brand wants to hold. I challenge its data and take over where algorithms lack context: openings and ramp-ups, sudden market shifts, and group requests that need the full picture before a yes or no.
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For the past four years I've run revenue for myNext, a hotel + student house group with four properties in Vienna and Salzburg. I set rates, restrictions, offers and OTA promotions in Mews and FLYR, advise the sales team on group pricing, and produce the forecasts and monthly outlooks management plans with. Three of the properties switch from student house to hotel each season, the kind of setup standard RMS logic isn't built for. I do all of it remotely from Ljubljana, with on-site visits when they matter.
Before that I founded and ran my own property, Soul Kitchen Hostel, from 2009 until I sold it in 2025, running it remotely after I moved to Slovenia. I owned pricing, distribution, the booking website and team training, grew revenue above inflation year after year, and the hostel was named Best Hostel in Europe and Best Medium Hostel Worldwide. I've also managed revenue for a hostel in Barcelona.
I think like an owner because I've been one: every pricing call is weighed against the whole P&L, not just ADR.
Before that I founded and ran my own property, Soul Kitchen Hostel, from 2009 until I sold it in 2025, running it remotely after I moved to Slovenia. I owned pricing, distribution, the booking website and team training, grew revenue above inflation year after year, and the hostel was named Best Hostel in Europe and Best Medium Hostel Worldwide. I've also managed revenue for a hostel in Barcelona.
I think like an owner because I've been one: every pricing call is weighed against the whole P&L, not just ADR.
SERVICES
REVENUE
MANAGEMENT
MANAGEMENT
REPUTATION
MANAGEMENT
MANAGEMENT
Deliver better guest experiences and increase your rankings on review sites and OTAs. Current property diagnosis and an action plan to improve guest experience 360 degrees: interior design, staff procedures, services, positioning, implementation of IT solutions.
Uncover the hidden revenue potential of your property by optimizing the revenue results. Past data analysis, Daily/Weekly/Monthly analytics, dynamic pricing and operations optimisation.
Uncover the hidden revenue potential of your property by optimizing the revenue results. Past data analysis, Daily/Weekly/Monthly analytics, dynamic pricing and operations optimisation.
Deliver better guest experiences and increase your rankings on review sites and OTAs. We provide current property diagnosis and an action plan to improve guest experience 360 degrees: interior design, staff procedures, services, positioning, implementation of IT solutions.
AREAS OF EXPERTISE
Yield
management
management
Positioning
Online Presence Audit
Community management
Marketing strategy
Website development
Financial planning
Pricing & sales strategy
Reputation analysis & strategy
AREAS OF EXPERTISE
Yield
management
management
Positioning
Online Presence Audit
Community management
Marketing strategy
Website development
Financial planning
Pricing & sales strategy
Reputation analysis & strategy
AWARDS
SOUL KITCHEN HOSTEL
Feel free to write or call me!
CONTACT
Phone: +386 40 530 445
hellosoulfamily@gmail.com
Soul Family d.o.o. Ljubljana, Slovenia
hellosoulfamily@gmail.com
Soul Family d.o.o. Ljubljana, Slovenia
