Hotel revenue management: Then, now and tomorrow

Contrary to the practical application of revenue management (RM), its theoretical definition has remained virtually unchanged. Today’s data‐driven approach to RM forms an integral part of management and clearly contributes to the financial performance of hotels. Its growing importance and the shifting balance between art and science in RM decision making is only partially supported by changes to its underlying process. Additional tasks place new demands on the required competences and fight for priority with the core responsibility of optimising (overall) revenue potential. This article provides a brief historic overview of hotel RM and outlines and discusses its current state as well as future challenges.