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Natalie Haynes

Natalie Haynes

Senior Lecturer


Natalie has extensive sales, marketing, revenue and front of house experience in the hotel industry having held positions with three major brands and independent hotels in London and the UK.

Her research interests cover the areas of revenue management, hotel pricing and the use of economic/game theory in hospitality pricing decisions.

Natalie teaches across the hospitality curriculum focusing on revenue management, sales, marketing, front of house operations and service excellence.



  • 2016: Sheffield Hallam University Doctoral Supervision Course, Sheffield Hallam University, United Kingdom
  • 2014: Professional Qualification, Non business related, Sheffield Business School
  • 2014: STR Global - Certification in Hotel Analytics
  • 2013: Master of Science, Hospitality Management, Sheffield Hallam University, United Kingdom
  • 2004: Bachelor of Science, Hospitality Management, Sheffield Hallam University, United Kingdom
  • 2014: PhD Hospitality Management, Sheffield Hallam University, United Kingdom

Member of professional body


  • 2004: , Institute of Hospitality, United Kingdom

Subject External Examiner

External Examiner

  • 2016: , University of Northampton

Senior Lecturer

Teaching expertise

  • Hospitality - Natalie specialises in hospitality revenue management, sales and pricing strategy and has extensive international teaching experience, particularly in Hong Kong and in also in Europe.


  • Service Sector Management

Industry Links

  • Member of prof body
  • Hospitality Alumni
  • Partnership development
  • Partnership Development


Department of Service Sector Management

Sheffield Business School


2010 to 2016: Lecturer/Associate Lecturer, Sheffield Hallam University, United Kingdom

2010 to 2016: Lecturer/Senior Lecturer, Sheffield Hallam University, United Kingdom


Egan, D., & Haynes, N. (2019). Manager perceptions of big data reliability in revenue management. International journal of quality &reliability management, 36 (1), 25-39.

Holland, C., & Haynes, N. (2018). Education and Industry - Two Sides of the Same Coin. Hospitality Quarterly.

Haynes, N., & Egan, D. (2017). Revisiting the relevance of economic theory to hotel revenue management education and practice in the era of Big Data. Research in Hospitality Management, 7 (1), 65-73.

Haynes, N. (2016). The evolution of competitor data collection in the hotel industry and its application to revenue management and pricing. Journal of Revenue and Pricing Management, 15 (3-4), 258-263.

Haynes, N., & Egan, D. (2015). The future impact of changes in rate parity agreements on hotel chains: the long-term implications of the removal of rate parity agreements between hotels and online travel agents using closed consumer group booking models. Journal of Travel and Tourism Marketing, 32 (7), 923-933.

Wessler, N.F., Haynes, N., Manfredi, J.L., & Kobzova, J. (2013). Has the economic crisis had an impact on free expression? Index on Censorship, 42 (1), 30-32.

Haynes, N. (2012). Bad sport. Index on Censorship, 41 (2), 66-69.


Ali, A., Egan, D., Haynes, N., Holland, C., & Martin, E. (2020). The Future of Hospitality Management Education. Sheffield: Sheffield Hallam University.

Theses / Dissertations

Haynes, N. (2019). Big data usage in transient hotel room pricing: deconstructing a black box. (Doctoral thesis). Supervised by Egan, D.


Haynes, N., & Egan, D. (2016). Towards an understanding of how Big Data is changing revenue management in hotels. Presented at: School of Hospitality and Tourism Management Conference 2016, Guildford, UK, 2016

Haynes, N. (2015). Big Data in Hospitality - The Struggle for Definition. Presented at: EuroCHRIE Annual Conference, Manchester

Haynes, N., & Egan, D. (2014). The Future of Room Rate Parity as a Pricing Strategy for the UK Hotel Industry. Presented at: Council of Hospitality Management Education Annual Conference, Derby, UK

Haynes, N. (2014). Game Theory - Pro-active price decision-making for distribution channels. Presented at: Travel Distribution Summit, London

Haynes, N. (2014). The future of Big Data and its impact on unit level hotel operations. Presented at: EuroCHRIE, Dubai

Haynes, N., & Egan, D. (2013). Can an understanding of economic theory help guide hotel pricing decisions? Presented at: International Conference of Hospitality and Leisure Applied Research, Lausanne

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