“For me, it’s all about finding the right balance – I rely on both systems and a manual forecast. Tools like RMS and market intelligence platforms are great for analysing past data and trends, but I also maintain a manual forecast for our weekly revenue meetings, aligning with sales and digital marketing insights.

Systems help centralise data and provide an overview, but manual input is key for factors they can’t predict, like a potential buyout or a major group booking.

The approach also depends on the hotel or business type; music events, for example, can drive unexpected room demand. Other external factors like weather changes, economic shifts, or even local events need to be considered too.

The budget is monitored weekly, ensuring alignment across teams in revenue meetings. The ideal process blends data-driven automation with human insight – leveraging systems for accuracy and scalability while keeping flexibility and accountability at the core.”