That assumption falls apart the moment you look at last July.
Pull 15 returning guests from last year and look at them one by one. Ask yourself two simple questions: Did this guest pay at today’s rates? And did it make the week easier or harder?
You already know the names.
Some returning guests book at your current rates and follow your policies. Others expect old pricing and extra flexibility. When you do not separate them, you end up discounting peak inventory out of habit and flexing policies more than you would for someone new.