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For years, I have seen revenue management occupying a yet critical but narrowly defined space in the hotel ecosystem. It has traditionally been a role grounded in numbers: monitoring pace, adjusting rates, watching competitor pricing, and updating spreadsheets. This work, though essential, has long kept talented revenue professionals locked into highly tactical routines, limiting their ability to influence broader business outcomes.

The hospitality industry has long revolved around the "Point of Sale" – the physical location where a transaction occurs. Whether it’s a front desk, a restaurant counter, or a retail shop, guests traditionally come to us. But in an era where guest expectations are soaring and convenience is king, simply waiting for the guest to come to our point of sale is no longer sufficient. We are rapidly shifting towards the "Point of Service Hospitality" – meeting the guest wherever they are, anticipating their needs, and serving them seamlessly.

Let’s talk about the elephant in the lobby. It’s this:

Here’s something that might surprise you. Some of your most loyal customers may be the ones who have had problems and complaints in the past. For years, I’ve been preaching that when a customer comes to you with a problem or complaint, the goal is not only to resolve the issue, but also to restore their confidence.

In the bustling world of hospitality, true magic happens when service transcends the transactional and becomes transformational. Behind every perfectly made bed and meticulously plated dish lies an intricate dance of human connection that turns ordinary moments into lasting memories. As industry professionals know, hospitality isn’t merely about providing accommodation or serving food—it’s about orchestrating experiences that resonate long after checkout.

Data silos are spoken about often in the hotel industry. Different systems for different functions – all doing their respective jobs. But what’s the harm? In a world where efficiency is paramount for commercial success and guests expect seamless, hyper-personalized experiences – an effective Find, Book and Grow strategy simply cannot co-exist with data silos.

Starting in June 2025, Meta (Facebook) will implement a change in reporting that may affect how advertisers view the performance of Collection Ads using Instant Experiences. This update could decrease the reported Landing Page Views (LPVs), but it’s important to note that this does not indicate a decline in actual performance. Instead, it represents a change in the definition and measurement of LPVs.

For many hoteliers, this story will feel familiar: your legacy Property Management System (PMS) no longer meets the needs of your operation. Workflows are clunky, guest experiences inconsistent, and the thought of switching feels too costly or complex – so you stick with what you know.

At first glance, the hotel industry in the United States seems to be climbing back. Total revenue per available room (TRevPAR), gross operating profit per available room (GOPPAR), and payroll per available room (PayPAR) have all posted year-over-year gains. But peel back the layers, adjust for inflation, and a different picture emerges—one where progress is slower, margins thinner, and true recovery still out of reach.

Talk to any hotelier about the guest journey, and the same themes tend to emerge: personalisation, seamless booking, loyalty, guest experience. Technology is expected to enhance all these moments. But there’s one step that often gets overlooked and yet it underpins the entire guest relationship: identity verification.