July 03, 2018

Revenue disciplines, expectations evolving in hotels


As automation and innovations make the day-to-day rate maintenance part of revenue managers’ jobs less of a focus, the discipline is expected to have more of a strategic focus.

The recurring theme for revenue management over the past few years is the rise of automation and the shift of revenue managers away from being day-to-day rate managers to more forward-looking rate strategists.

But a group of revenue-focused executives speaking to Hotel News Now in conjunction with HSMAI’s 2018 Revenue Optimization Conference said that evolution has continued to the point that there is now room for different levels within the discipline.

Kathleen Cullen, SVP of revenue and distribution for Two Roads Hospitality, said things have changed to the point that the title “revenue manager” might not even apply anymore.

“Instead of revenue managers, there should be revenue strategists or strategic leaders of revenue optimization,” she said. “More and more companies understand that.”

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