This is how I would summarize the Global Revenue Forum Madrid 2026.
Beyond the sessions themselves, what I valued most was the type of conversations that took place around the sector.
Less theory. More real business.
How to sell better. How to use data wisely. 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's becoming increasingly clear:
Revenue management is no longer just about price and occupancy. It's about understanding the entire business.
The agenda reflected this very well, with sessions on direct sales, AI, automation, total revenue, F&B profitability, sustainability, distribution, business strategy and guest experience.
And with professionals like Francesc Gonzalez, Elga Castro, Neville Isaac, Beatriz Miguel Díez, Daniel Sánchez, Aida Muñoz, Amaya Lacambra, Fermín Carmona, Francesco Nardone and many others contributing different perspectives.
That's the true value of an event like this: to leave with better questions.
Are we measuring what truly matters? Do we know which guests we really want to attract? Are we effectively monetizing all areas of the hotel? Do we understand the true cost of each channel? Are we improving GOP, or just celebrating increased revenue? Are sales, operations, and management speaking the same language?
For me, that's the key point. The future of revenue management 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 spreadsheet.
Congratulations to the team, speakers, sponsors and attendees of the Global Revenue Forum Madrid 2026 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 isn't just about selling more.
It consists of selling better, monetizing better, and making better decisions.
TORRES HOSPITALITY CONSULTING
