Revenue Management: The Road to CEO

9:  Revenue Management:  The Road to CEO

November 19, 2012 â™¦ 2:00-3:30 pm EST

Since Robert Cross first wrote his classic Revenue Management in 1997, the role of the revenue manager has evolved into one of hospitality’s most crucial ones, and the journey has only just begun. This is not to say that the theories and principals behind revenue management have changed, but rather, that they are now being realized and maximized. As the practice of revenue management becomes “total” in application, its natural function will soon extend beyond a single department.  This will put more of a demand for “number crunchers” to expand their knowledge base and leadership skills.

Revenue leaders will need to be functional in all departments.  For instance, a solid understanding of both sales and marketing will be paramount in order to truly lead the total top line. Strong communication skills will be a requirement – from the ability to write and speak clearly to the ability to communicate in a way that arouses enthusiasm. The ability to create buy-in will be principal as a total revenue strategy will requires the cohesive participation of all departments.

In other words, buckle up revenue managers – soon your role will be synonymous with leadership as much as it is with analytics.