In the rapidly evolving landscape of hospitality revenue management, artificial intelligence (AI) has emerged not just as a tool, but as a potential co-pilot. Where it started out as handling complex data analysis, forecasting, and giving recommendations for the decision-making process, it soon moved to automation and finally contextualization.
As AI technology advances, the hospitality industry must consider how to best integrate these tools with human expertise to enhance both operational efficiency and guest satisfaction. To become a collaborator or a displacer.
This shift prompts an essential question: Will AI soon take the steering wheel in revenue management, signalling the end for human revenue managers?
First thing I’ve done – of course- is ask Chat GPT. AI itself «believes» that it will not fully replace humans as It can not match human insight and intuition or adaptability to crisis scenarios, neither has interpersonal and leadership skills.
Besides this humble approach from AI itself, my personal view is that revenue managers, as we know them, will definitely disappear.
Why? because with the full implementation of AI, there will be no need to manually extract data from excel, or read and interpret Power BI graphs. «All» a revenue manager will have to do, eventually, is decide the strategy, and supervise it’s done correctly.
This is a change that has been happening for millennia: machines replacing manual work because they are more efficient.
The big change happening with computing is that it replaces not manual but mental labour. And there is where the change of paradigm lays: Coping with the fact that an AI can take better decisions, faster, than any human. Embracing it, and being able to make the most out of it.
Those who fully comprehend how AI can support their strategic efforts, will be the winners in this scenario.
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