At this year’s HSMA Day in Cologne, Birgit Haake explored this very question in a Deep Dive Session together with participants and industry experts.
AI on the Rise
Today, AI systems can analyze vast amounts of data within seconds, identifying patterns, and adjusting prices in real time. Forecasts are becoming more accurate, making decisions faster, and processes more efficient.
Hotels using AI-driven revenue management systems report double-digit RevPAR growth and a noticeable reduction in day-to-day workload.
Where AI Reaches Its Limits
As impressive as the technology is – it is not infallible:
- Black Swan events such as the pandemic or sudden market disruptions quickly push algorithms to their limits.
- Emotional factors – such as guest trust, price psychology, or storytelling – are aspects AI cannot truly account for.
- Strategic decisions like brand positioning, upselling logic, or balancing direct bookings with OTAs still require human intuition
The Revenue Manager of Tomorrow
Instead of becoming obsolete, the role of the revenue manager is evolving:
- From analyst to strategist: Rather than maintaining Excel sheets, revenue managers will define the framework for AI-powered decisions.
- Storytelling with data: They translate algorithmic outcomes into clear, compelling arguments for management and teams.
- Connector competence: Acting as a bridge between technology, marketing, sales, and hotel leadership, they actively shape commercial success.
Three Scenarios for the Future
- AI takes over completely – fully automated revenue management: efficient, but risky.
- Human + AI = dream team – algorithms provide data power, while humans add strategy and empathy.
- A new role emerges – the revenue manager becomes the Chief Commercial Strategist, overseeing all revenue streams.
Conclusion
AI takes over tasks – but not the job.
The hotels that will thrive in the future are those that intelligently combine human expertise with machine intelligence.
Revenue managers will remain indispensable – as strategic thinkers, communicators, and innovators.
