© 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
TRAINING
Revenue training for owners and managers of small properties, as one-to-one or team coaching depending on what you need. Online sessions built around your own property, with interactive simulations where you practise pricing decisions without real money at stake.
02 Distribution & business mix
Shaping the right guest mix: inventory management between short stays and long stays, shared and private rooms, analysing and adjusting to market trends, and steering each one to the channels that bring it in most profitably. Running OTA promotions and growing direct bookings. Group pricing and displacement analysis: pricing each group and weighing it against the business it would replace.
Shaping the right guest mix: inventory management between short stays and long stays, shared and private rooms, analysing and adjusting to market trends, and steering each one to the channels that bring it in most profitably. Running OTA promotions and growing direct bookings. Group pricing and displacement analysis: pricing each group and weighing it against the business it would replace.
03 Forecasting & budgeting
Building forecasts and annual budgets, giving early warning of risks and early sight of opportunities, with tailored forecasting for season switches, openings and new products.
Building forecasts and annual budgets, giving early warning of risks and early sight of opportunities, with tailored forecasting for season switches, openings and new products.
04 Pricing strategy & performance
Daily performance and pick-up checks; rate structure, booking policies and restrictions, with seasons and events mapped ahead; balancing occupancy, ADR, RevPAR and revenue per m² across all products, with control over the RMS.
Daily performance and pick-up checks; rate structure, booking policies and restrictions, with seasons and events mapped ahead; balancing occupancy, ADR, RevPAR and revenue per m² across all products, with control over the RMS.
05 Revenue systems & data
Revenue tech stack selection and setup for a new opening or existing property: implementing an RMS for accurate pricing optimisation, tailoring comp sets for rate shopping and benchmarking, and connecting the data to BI reporting.
Revenue tech stack selection and setup for a new opening or existing property: implementing an RMS for accurate pricing optimisation, tailoring comp sets for rate shopping and benchmarking, and connecting the data to BI reporting.
06 Performance reporting & collaboration
Clear reports on total revenue and the KPIs behind it, alerts when action is needed, fast group quotes for sales, and regular strategy sessions that keep the whole team aligned on targets.
Clear reports on total revenue and the KPIs behind it, alerts when action is needed, fast group quotes for sales, and regular strategy sessions that keep the whole team aligned on targets.
01 Market & competitive analysis
Defining a competitive set for each product, from beds and rooms to long stays, and benchmarking your performance with rate-shopping and market data tools.
Defining a competitive set for each product, from beds and rooms to long stays, and benchmarking your performance with rate-shopping and market data tools.
For hotels, hostels and hybrid properties, on a regular or project basis. I take a holistic, data-driven approach that starts with knowing your property, your market and your guests, then puts that knowledge to work across the full revenue cycle:
For hotels, hostels and hybrid properties, on a regular or project basis. I take a holistic, data-driven approach that starts with knowing your property, your market and your guests, then puts that knowledge to work across the full revenue cycle:
01 Market & competitive analysis
Defining a competitive set for each product, from beds and rooms to long stays, and benchmarking your performance with rate-shopping and market data tools.
02 Distribution & business mix
Shaping the right guest mix: inventory management between short stays and long stays, shared and private rooms, analysing and adjusting to market trends, and steering each one to the channels that bring it in most profitably. Running OTA promotions and growing direct bookings. Group pricing and displacement analysis: pricing each group and weighing it against the business it would replace.
03 Forecasting & budgeting
Building forecasts and annual budgets, giving early warning of risks and early sight of opportunities, with tailored forecasting for season switches, openings and new products.
04 Pricing strategy & performance
Daily performance and pick-up checks; rate structure, booking policies and restrictions, with seasons and events mapped ahead; balancing occupancy, ADR, RevPAR and revenue per m² across all products, with control over the RMS.
05 Revenue systems & data
Revenue tech stack selection and setup for a new opening or existing property: implementing an RMS for accurate pricing optimisation, tailoring comp sets for rate shopping and benchmarking, and connecting the data to BI reporting.
06 Performance reporting & collaboration
Clear reports on total revenue and the KPIs behind it, alerts when action is needed, fast group quotes for sales, and regular strategy sessions that keep the whole team aligned on targets.
01 Market & competitive analysis
Defining a competitive set for each product, from beds and rooms to long stays, and benchmarking your performance with rate-shopping and market data tools.
02 Distribution & business mix
Shaping the right guest mix: inventory management between short stays and long stays, shared and private rooms, analysing and adjusting to market trends, and steering each one to the channels that bring it in most profitably. Running OTA promotions and growing direct bookings. Group pricing and displacement analysis: pricing each group and weighing it against the business it would replace.
03 Forecasting & budgeting
Building forecasts and annual budgets, giving early warning of risks and early sight of opportunities, with tailored forecasting for season switches, openings and new products.
04 Pricing strategy & performance
Daily performance and pick-up checks; rate structure, booking policies and restrictions, with seasons and events mapped ahead; balancing occupancy, ADR, RevPAR and revenue per m² across all products, with control over the RMS.
05 Revenue systems & data
Revenue tech stack selection and setup for a new opening or existing property: implementing an RMS for accurate pricing optimisation, tailoring comp sets for rate shopping and benchmarking, and connecting the data to BI reporting.
06 Performance reporting & collaboration
Clear reports on total revenue and the KPIs behind it, alerts when action is needed, fast group quotes for sales, and regular strategy sessions that keep the whole team aligned on targets.
Revenue training for owners and managers of small properties, as one-to-one or team coaching depending on what you need. Online sessions built around your own property, with interactive simulations where you practise pricing decisions without real money at stake.
WORKED WITH
Feel free to write or call me!
CONTACT
Phone: +386 40 530 445
lyuba@thesoul.family
Soul Family d.o.o. Ljubljana, Slovenia
lyuba@thesoul.family
Soul Family d.o.o. Ljubljana, Slovenia
