“First of all, integrate everything. If your revenue management system (RMS) isn’t talking to your CRM, PMS, and marketing tools, you’re missing out on the full picture. The best hotels are connecting the dots; seeing not just when guests book, but why they book, what extras they buy, and even what pushes them to cancel.

Second, don’t just look at past data; use AI-driven forecasting to spot patterns and adjust in real time. Some hotels are even layering in external factors like weather, events, and competitor pricing to fine-tune their rates and promotions.

And lastly, personalise! If you know a guest books a spa treatment every time they visit, why not offer them a special deal before they even think about it? Hotels that use predictive analytics in this way are killing it in terms of guest retention and upsells.

Bottom line: stop using revenue management just for pricing. Use it to understand your guests and give them what they want before they ask.”