The pros weigh in: tips for creating a revenue culture

The focus on creating collaborative teams is a byproduct of the rapidly changing and increasingly complex world hoteliers operate in today. Ideally, your sales, marketing, and revenue management teams are already collaborating in order to keep up with these changes.

At, we go further to say that at the core of every collaborative team should be a focus on creating a culture that aligns hotel marketing and revenue management. That’s why we created RevPAR Hacking.

Since releasing RevPAR Hacking, we’ve gathered some great feedback. Among the feedback lies insight from other industry leaders on how they approach a revenue culture.

Tips from the Pros: How to Approach a Revenue Culture

Ed Conway, General Manager, Sedona Rouge Hotel & Spa


“Our whole team is focused on revenue as a shared metric. We’ve been able to work closer together and have a better understanding of how each individual affects the success of the joint effort.

I’ve also noticed that when our entire team is conscious of revenue considerations, we not only make smart financial decisions for our hotel, but also for reaching the right guests–starting with building on advocates that are likely to rebook and tell their network about us.”

Mark Oliver, Vice President, Business Development, GCommerce


“For our hotel clients, creating a revenue-centric culture leads to overall better communication and engagement across their teams–both keys for reaching a hotel’s goals. For example, a revenue team may feel more engaged with their marketing team when their revenue expertise is used in conjunction with marketing’s overall strategy. It becomes more of a partnership than anything else.”

Victor Garland, Commercial Director, In1 Solutions Ltd


“The arguments laid out in the book are a real opportunity to get sales, marketing, and general managers to put RevPar first and foremost in their mind when implementing anything to do with the sales and marketing mix.

Independent hotel clients that may not have the resources of large hotel chains can still implement these best practices. They’ll benefit from a greater understanding of cause and effect. More direct bookings will reduce overall distribution costs and give them back the relationship with the guest. Advocacy expands that relationship to a market that is in the same category as your existing guests.”

Your guests, your team, and your hotel’s bottom line all win when you aspire to generate the most revenue. More and more hoteliers are focusing on tactics that acquire more guests through direct bookings, and aim to reach a new audiences of potential guests that typically goes untapped–their friends, relatives, and colleagues.

Make sure you grab your free copy of RevPAR Hacking below if you want to learn more about the tactics and insights involved in creating a revenue culture.

revpar-callout-imageRevPAR Hacking is the ultimate guide to the impact of revenue culture. Not only will readers get insight from leading experts in their field, but they’ll also learn the tips and tools to put them at the forefront of hotel marketing and revenue management.

Get RevPAR Hacking

Published by

Richard Dunbar

With nearly 15 years of professional experience in the hospitality space, Richard has a wide range of experience spanning revenue management, e-commerce sales, systems integrations, consumer loyalty, and building brand advocacy. Born and raised in the Carolinas, Richard flew south to Florida and launched a career in hospitality with Starwood Vacation Ownership. With a solid foundation of property-level experience, he switched gears and joined the folks at EZYield to explore hospitality technology and to help hotels operate more efficiently. From EZYield, he joined Stash Hotel Rewards and now where he spends his professional time pulling this all together to make some sense of this industry. He holds a degree in economics and political science from the University of Central Florida and spends his free time running, reading, and learning all about life from his incredible wife and children.