Lumina Suites: A Scalable Pricing and Operations Strategy with PriceLabs and RMS

Lumina Suites, a boutique serviced apartment brand in the heart of the city, has streamlined operations and significantly improved its revenue strategy by introducing dynamic pricing for its Melbourne apartments.

Since launching in 2023 with just one apartment, Lumina has grown rapidly to manage 85 apartments under the Lumina Suites brand and another 30 under Lumina Staysacross three other buildings in the Melbourne CBD.

The company’s flexible offering to property owners – both revenue share and fixed-term models – helped build early momentum and trust. Today, Lumina is officially rated 4.5 stars by the Victoria Tourism Industry Council (VTIC) and is recognised as one of Melbourne’s top short-stay providers.

The Manual Struggle: Spreadsheets and Lost Weekends

Before PriceLabs, pricing was handled manually using Excel spreadsheets. Updating rates required 2–3 hours every day, including weekends, especially during high-demand periods or last-minute events.

“There was no room for rest – I had to constantly keep an eye on the market. It was exhausting and inefficient.”

Discovering Dynamic Pricing for Melbourne Apartments with PriceLabs and RMS

A fellow operator recommended PriceLabs, and the no long-term contract was the green flag needed to try it out. Once the product was live, Lumina’s team was quickly convinced.

Dynamic pricing for serviced apartments in Melbourne was exactly what Lumina needed – a solution that offered flexibility, accuracy, and real-time adjustments based on market demand. Competing tools were either too expensive or took months to implement, but PriceLabs was live within minutes.

On the operations side, RMS was a natural choice. With over 12 years of experience using it, the Lumina team knew RMS could handle the complexities of both trust accounting and mixed contract types. The integration between RMS and PriceLabs was seamless and complete within one business day.

Centralised Control and Smarter Strategy

Using PriceLabs, Lumina now manages all 115 apartments from a single dashboard – even though they are located in different buildings and span two RMS databases.

Top PriceLabs features for Lumina include:

• Automated daily pricing adjustments
• Custom competitor sets combining both Airbnb and hotel data
• Weighted pricing strategies based on peak and off-peak seasons
• Central visibility of all listings across properties and brands

“With PriceLabs, I can manage 100+ listings on one screen and fine-tune my strategy by comparing against both hotel and Airbnb pricing. That’s a game changer.”

RMS: Reliable, Scalable, and Built for Complex Models

RMS remains central to Lumina’s backend operations, particularly because of its market-leading trust accounting capabilities and ability to handle hybrid business models.

Not only did they support the RMS implementation, but they now manage all accounting, invoicing, and owner statements for Lumina, freeing up the internal team to focus on growth.

Tangible Results from Dynamic Pricing for Melbourne Apartments

While the company is still building historical data, the benefits have been immediate:

• Hundreds of hours saved on manual pricing
• Stronger pricing agility during demand spikes
• Confidence in scaling with minimal operational overhead

The team noted that PriceLabs’ reporting feature continues to evolve, with ongoing improvements that have already enhanced functionality and user experience.

Advice for Others

“For any operator looking for a powerful yet flexible pricing tool, try PriceLabs. No contract means no risk – but once you see what it can do, you’ll stick with it. Just make sure you set it up properly and take full advantage of all its features.”

Want to learn more?
Explore the full RMS + PriceLabs integration guide or read more customer stories.