That is how I would sum up Global Revenue Forum Madrid 2026.
Beyond the sessions themselves, what I found most valuable was the type of conversations happening around the industry.
Less theory. More real business.
How to sell better. How to use data with common sense. How to apply AI without losing human judgment. How to improve profitability beyond the room. How to connect revenue, marketing, distribution, operations, and guest experience.
Because it is becoming very clear:
Revenue management is no longer only about price and occupancy. It is about understanding the whole business.
The agenda reflected this very well, with sessions around direct sales, AI, automation, total revenue, F&B profitability, sustainability, distribution, commercial strategy, and guest experience.
And with professionals such as Francesc Gonzalez, Elga Castro, Neville Isaac, Beatriz Miguel Díez, Daniel Sánchez, Aida Muñoz, Amaya Lacambra, Fermín Carmona, Francesco Nardone, and many others bringing different perspectives to the table.
That is where the real value of an event like this is: leaving with better questions.
Are we measuring what really matters? Do we know which guests we actually want to attract? Are we monetizing all hotel spaces properly? Do we understand the real cost of each channel? Are we improving GOP, or just celebrating more revenue? Are commercial, operations, and leadership teams speaking the same language?
For me, that is the key point. The future of revenue will be more technological but also more connected.
More connected to operations. More connected to the guest. More focused on profitability. And much less locked inside an Excel file.
Congratulations to the Global Revenue Forum Madrid 2026 team, speakers, sponsors, and attendees for creating a space with practical value and honest conversations.
At Torres Hospitality Consulting, we help hotels connect commercial strategy, revenue, guest experience, and profitability into a clear and actionable roadmap.
Because growth is not only about selling more.
It is about selling better, monetizing better, and making better decisions.
