In many hotel businesses, revenue and marketing teams still work in silos, separately from one another and in some cases unaware of the initiatives each team is focusing on. This gap has become an industry-wide concern as it directly impacts the hoteliers bottom line.
Recently we’ve seen a shift in roles where the responsibilities of revenue management and marketing have merged, known as the “commercial director”. This is an attempt to “marry the two” which makes sense, but not all hotels can or will appoint a commercial director. However, the challenge of harmonizing revenue and marketing on an executional level remains.
