Let’s face it, the talk about AI in hotels feels more like a storm than a breeze. The chatter about automation and intelligent systems often fuels anxiety – even among seasoned revenue managers. But maybe we’re looking at it the wrong way.
NB: This is an article from Demand Calendar
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AI’s rise doesn’t signal the end of revenue managers; it signals the end of dull manual work. It’s the opportunity to shift from tactical analysts to strategic commercial leaders. The key isn’t to resist change – it’s to harness these tools and become more effective, more influential, and more future-proof than ever.
Embrace Automation, Elevate Strategy
For decades, revenue managers have been stuck in a cycle of spreadsheets and repetitive reporting. Hours spent pulling numbers, checking competitor rates, and adjusting inventory defined the role.
That era is over.
AI now handles the heavy lifting – competitor rate checks, daily report generation, baseline forecasting, and routine inventory updates. This isn’t a replacement; it’s a promotion.
By automating tactical tasks, AI frees up your most valuable asset: your strategic mind. Instead of asking, “What were yesterday’s numbers?” you’ll ask bigger questions:
- What’s our commercial strategy for the next quarter?
- Which new market segments should we attract?
- How do we prepare for a city-wide convention – or an economic downturn?
The role evolves from data entry to data science, from reactive adjustments to proactive planning and analysis. The revenue manager of tomorrow is the financial architect of hotel success.
The Irreplaceable Human Element
As AI automates the quantitative, our qualitative skills become more valuable than ever.
- Storytelling with Data – AI gives you the what – numbers, charts, and trends. You must deliver the so what that inspires action from GMs, owners, and teams.
- Leadership and Collaboration – The future-proof revenue manager is the hub of commercial strategy. You break silos, align sales, marketing, and operations, and ensure everyone works from one playbook.
- Creative Problem-Solving – AI optimizes within known limits. You imagine the unknown – building unconventional partnerships, designing unique packages, or steering through crises. That’s human intelligence AI can’t copy.
Stay Relevant by Experimenting with AI
To stay relevant, you can’t just watch technology evolve – you need to lead it. The best revenue managers won’t just use new tools; they’ll test them, challenge them, and spark innovation.
