In an environment defined by volatile demand, rising costs, and increasingly complex technology stacks, hotel leaders are re-evaluating how revenue management is delivered. For many independent, boutique, and upper-upscale hotels, the answer is no longer a one-size-fits-all solution – it’s customised, relationship-driven revenue strategy.
That philosophy sits at the heart of Total Customised Revenue Management (TCRM), a specialist revenue management partner founded in 2012 with a simple but powerful goal: deliver high-quality, personalised revenue expertise to hotels that need strategic thinking, not just system oversight.
In this Who Are We discussion we hear from Kathryn Baker (Chief Operating Officer) and David Beaulieu (Executive Director of Strategic Accounts) at TCRM, one of our Expert Partners
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Built to Serve the “In-Between” Hotel Segment
Many independent and small multi-property hotel groups sit in a challenging middle ground. They are often too complex for basic revenue support, yet not large enough to justify a full internal revenue department. TCRM was built specifically for this space.
The company primarily works with upper-upscale, luxury, boutique, and lifestyle hotels – both independent and branded – typically operating one to six properties. For these hotels, TCRM acts as a fractional or outsourced Director of Revenue, integrating directly into the hotel’s leadership team and tailoring its approach to each asset’s market, ownership goals, and internal capabilities.
Three Service Pillars, One Strategic Lens
TCRM’s services fall into three core categories:
1. Long-term outsourced revenue management
Acting as the hotel’s dedicated revenue leader, TCRM delivers strategy, forecasting, pricing, and distribution oversight on an ongoing basis – fully remote, fully integrated, and fully customised.
2. Task force revenue support
Often engaged by third-party management companies, this service provides interim coverage during turnover, leave, or rapid portfolio growth. While frequently short-term, the expectation of impact and accountability remains high.
3. Project-based and advisory work
From commercial strategy reviews to system transitions or performance diagnostics, TCRM supports targeted initiatives where revenue insight is critical.
Across all three, the emphasis remains the same: strategy first, technology second – never the other way around.
Customisation Over Packages
One of the most distinctive aspects of TCRM’s approach is its resistance to rigid service packages. While core frameworks exist, each engagement is shaped through deep discovery conversations with ownership and hotel leadership.
This matters because many hotels don’t arrive knowing exactly what they need. They know performance can improve – but identifying whether the issue is strategy, structure, systems, or skills requires experience. TCRM’s consultative sales and onboarding process is designed to uncover those gaps before solutions are proposed.
Trust, Integrity, and True Partnership
For hotel GMs and owners, revenue management is one of the most sensitive operational functions. It requires access to critical systems, financial data, and strategic decision-making. TCRM recognises this responsibility and places trust and integrity at the centre of every engagement.
Clients frequently describe TCRM consultants not as vendors, but as part of their internal team – professionals who care deeply about results, communicate clearly, and take ownership beyond job descriptions. This culture is reinforced by a rigorous recruitment process that prioritises emotional intelligence, professionalism, and ethical standards alongside technical expertise.
Results That Speak for Themselves
Today, TCRM supports nearly 60 long-term hotel clients, many of whom have partnered with the company for six to ten years. Client satisfaction consistently measures between 95–96%, with retention rates around 90% – figures driven largely by referrals and repeat business.
For hotel leaders navigating uncertainty, complexity, and constant change, TCRM’s success highlights a growing truth: sustainable revenue performance is built on strategy, relationships, and customisation – not templates.
