The article Price Elasticity in the Hotel Industry is Not What it Used to Be (hoteltechreport.com) that centers around understanding price elasticity in pricing decisions within the hotel industry. This case discusses the importance of understanding price elasticity in pricing decisions within the hotel industry. It presents two questions: (1) Why is it crucial for hotels to grasp price elasticity's concept and impact during economic growth and recession? (2) How do factors like substitutes, booking behavior, and luxury versus necessity influence price elasticity, and how can hotels adapt their pricing strategies accordingly using tools like IDeaS G3