Imagine the year 2020: Hotels worldwide were poised to fully embrace the concept of a unified commercial strategy. The idea was simple – break down the silos between Sales, Revenue Management, and Marketing to create a seamless, data-driven approach to driving top-line revenue.
NB: This is an article from LodgIQ, one of our Expert Partners
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It was an exciting vision, and many believed the industry was on the cusp of a new era. But then reality hit.
Fast forward to today, and the unified commercial strategy remains more of an aspiration than a reality for many hotels. Many of the old silos still exist, and the dream of a fully integrated approach remains just that – a dream. But the journey is far from over.
The State of Unified Commercial Strategy
In the past, Sales and Marketing teams operated independently, often without a clear understanding of the bigger picture. Revenue Management was seen as a separate function, focused solely on maximizing rates and occupancy. The idea of unifying these disciplines into a cohesive strategy was novel, but many organizations struggled to implement it effectively.
Technology was supposed to be the great enabler. Advanced systems promised to bring data from different departments together, allowing for more informed decision-making. Many technology providers continue to develop in their own silos, fostering siloed work from commercial teams; however, LodgIQ is actively developing the platform to aggregate commercial data that breaks down these silos.
The Current Challenge
Today, the industry finds itself at a crossroads. The technology is more advanced than ever, but the human element—the ability to collaborate and communicate across departments—is still catching up. As hotels continue to rebuild post-pandemic, the focus needs to shift back to fostering a culture of collaboration.
The most successful commercial leaders are those who understand that technology alone isn’t the answer. It’s about people—empowering teams to work together, leveraging the strengths of each discipline, and creating a shared vision for success.
Where We’re Heading
The future of unified commercial strategy lies in embracing the idea that no single department has all the answers. Revenue Management may have the data, but Sales and Marketing bring the customer insights and creative strategies needed to turn that data into action. The key is to break down the remaining barriers and create a truly collaborative environment.
This means aligning incentives across departments, as some forward-thinking organizations have already done. When everyone is working towards the same goals, collaboration becomes second nature. It also means investing in training—ensuring that team members understand not just their own roles, but how their work impacts the entire organization.
Fostering the Development of Unified Strategy
So, how do we get there? It starts with leadership. Commercial leaders must champion the cause, not just in words, but in actions. They need to be problem solvers, facilitators, and above all, enablers. By creating an environment where collaboration is valued and rewarded, they can help move the industry closer to the vision of a unified commercial strategy.
In the end, the evolution of commercial strategy is about more than just technology or process—it’s about people. And as hotels continue to navigate this new landscape, it’s the human element that will ultimately make the difference.
