Revenue management and multichannel strategies. Informal remarks on some issues in the italian lodging industry

From many informal meetings with Italian hotel managers in the last five years, some recurrent questions have emerged about Revenue Management and Multi-channelling strategy applications, two crucial challenges for the global hospitality industry. Four outstanding problems are related to the confusion between RM and profit management, the doubt whether RM must be diversified by distribution channels, data quality for RM and multichannel management and the compatibility between RM and CRM. The paper propose comprehensive but synthetic diagnostics of the problems and proposes specific suggestions for their solution