ABSTRACT
In the light of significant changes in technology, hotels have had to adapt their revenue and digital strategies. This is important to maintain market share, room rates, revenue and profits. In particular, hotels have needed to manage booking intermediaries and to employ skilled revenue management and digital-savvy executives. This case study sets out some of the key decisions which these executives need to consider in order to maximize Net ADRs (average daily rate) and optimize the booking channel mix. This approach combined with maximizing revenue opportunities across other revenue-generating areas in a hotel may be termed Total Revenue Management.
