ITB Rewind: Thomas Landen on the Future of Revenue Management

At ITB Berlin, Thomas Landen, CMO at RoomPriceGenie, shared his insights on how revenue management is evolving beyond room rates. With a background in hospitality, Landen argues that pricing strategy should be part of a hotel's overall commercial and marketing approach—not just a back-office function. He highlights the industry's over-reliance on traditional room-based metrics, calling for a shift toward total revenue optimization, incorporating upsells, ancillary services, and dynamic pricing for all assets.

Landen envisions a fully automated, AI-enhanced future for revenue management, but warns that understanding the fundamentals will remain critical. He predicts that by 2050, revenue managers will no longer manually set rates but will instead focus on strategic decision-making, integrating pricing with marketing and operations to maximize profitability.