Mini-Roundtable: The Evolving Role of Hotel Revenue Management in Light of AI Advancements

Discussion points 1: As revenue management experts, elaborate your main role and how did you position yourself among other commercial leaders

Take away: Revenue Management: The Caution Light for Hotel Business Success

The role of revenue management at the hotel level is similar to someone holding a caution light—we are the one who shines a light ahead, seeing things from a business perspective before others do. We gather insights and guide higher management and stakeholders by highlighting what has happened in the past, what’s happening now, and what’s likely to happen in the future. From a commercial standpoint, revenue management ensures the business stays aligned and proactive, rather than reactive

Discussion points 2: With how AI move forward, any plans that your organization may have, in terms of leveraging AI

Take away: Understanding and Embracing AI: The Future of Revenue Management Training

Many hotels have yet to provide structured training on revenue management, though professionals in the field remain proactive and eager to adapt, especially as technology plays a bigger role. From a vendor perspective, ongoing conversations reveal that AI is evolving quickly, with clients sharing varied expectations but a common goal: to automate processes and create more user-friendly systems.

Experimentation with AI tools like ChatGPT and Microsoft Copilot is widespread. In our company, we’re integrating AI commercially to improve personalization and automation, balancing big data insights with tailored business needs. Ultimately, the future lies in AI solutions that not only analyze data effectively but also collaborate with users.

Proper training will be essential to help hotels adopt AI in ways that genuinely support their business objectives.

Discussion points 3: What would your ideal world look like with AI in terms of opportunity and challenges?

Take away: AI as a Centralized Operational Force

We are entering an era where AI can significantly streamline or automate many traditional revenue-generating and operational tasks. This shift isn’t about replacing people but about rethinking how work is done. Today, too much time is spent on reading reports and repetitive analysis—tasks AI can now handle quickly by generating dashboards and insights with just a few clicks.

As AI grows more sophisticated, the human role evolves from data gathering to applying judgment, communicating insights, and managing stakeholders—areas where context, culture, and nuance matter most. The future of sales and operations centers on decision enablement: AI supplies insights, while humans provide leadership.

The key challenge moving forward is fostering an environment and culture that empowers humans to focus on strategic decision-making, while AI manages routine tasks and data processing.

Discussion points 4: What do you think about the level of AI approach currently and future in the hospitality industry

Take away: Envisioning 2030: AI as a Strategic Partner in Revenue Management.

From the lens of supplier, through interaction with client, the experience highlighted how AI and data are already driving income growth through real-time, personalized guest interactions. For example, when a guest requested a picture of the pool, the system instantly responded with an exact view from the guest’s room—demonstrating AI’s power to enhance experience and revenue.

Looking ahead to 2030, I envision AI deeply integrated into revenue management workflows: automating report preparation with key insights, streamlining meeting prep with suggested actions, augmenting human decisions (not replacing them), offering scenario simulations for faster responses, and simplifying routine tasks with personalized options.

From a hotel management perspective, imagine a future where:

• Reports and dashboards are pre-processed by AI each morning, with key highlights and anomalies already identified—not just from a revenue standpoint, but across all departments.
• Meeting preparation is automated, with insights and suggested action items ready before discussions even begin.
• Human decisions are augmented, not replaced. For example, when reacting to market changes or competitive pricing, the system can recommend options, but ultimately, strategic choices—such as whether to stay below a competitor’s price or hold a position—remain with us.
• AI offers scenario simulations, helping us understand the possible impact of external news or events and enabling us to act faster.
• Routine tasks are simplified—even something as small as choosing between coffee or juice in the morning, streamlined by preferences and pre-optimized options.

Despite increasing automation, the human element remains vital. Final judgment, creativity, and stakeholder alignment will continue to rely on us, as strategic advisors who balance AI-driven insights with business intuition and leadership.