With events and presentations in London, Milan, Luzern and Stockholm, Global Revenue Forum is easily one of the largest gatherings of hospitality revenue leaders and practitioners in the world.
That’s absolutely our kind of people. Thought-provoking discussions on topics ranging from AI and automation to the evolving role of the revenue manager dominated the event and these discussions perfectly aligned with this year’s event theme, “Unlock the Future of Profit: Shaping Sustainable Transformation in the Hospitality Industry.” If you couldn’t make it to GRF this year, here’s a peak at what you missed.
Leveraging AI for Revenue Growth
AI and automation are an almost inescapable topic these days—and for good reason! The power of these technologies is already making waves in hospitality, and there was plenty of pondering shared on the subject from leaders across the industry throughout the event.
In his address at the Queen Elizabeth II Centre in London, Klaus Kohlmayr, chief evangelist & development officer at IDeaS, highlighted how AI and automation are already influencing guest behaviors, personalization efforts, and revenue strategies—while noting there’s plenty of room to grow.
“AI in the hospitality industry is still very much in its infancy,” shared Kohlmayr. “People are starting to experiment with AI to augment the customer journey and become more efficient operationally, but I feel if we look back in 10 years it’ll be clear how rudimentary these efforts are at the moment.”
There’s a world of potential as these applications of AI continue to be refined and improve in sophistication, but Kohlmayr also stressed the importance of keeping the “human in the loop” with these systems.
Kohlmayr also highlights that while AI offers immense potential, it’s crucial to remember that these tools are not infallible. They rely on data inputs, which can be incomplete or inaccurate. Human oversight and expertise are essential to ensure the best possible outcomes.
Bringing Transformative Innovation to Life
While there was certainly a buzz about emerging technologies like AI and their projected impact on the future of hospitality, there was also a significant focus on how today’s revenue leaders are embracing data-driven tools and systems to innovate and improve their approach to the here and now.
One technology-enabled transformation of late is the evolution of the revenue management role to that of a strategic commercial leader. This topic was explored in depth during a panel session led by IDeaS’ area vice president Michael McCartan featuring Liz Callaghan, director of revenue and distribution at Cheval Collection and Chris Martin, commercial director at 92 Dean Street.
The session touched on how the role and responsibilities of revenue leadership has transformed over the years, the nuances of how this is playing out for different markets and asset classes, how commercial teams are adapting as the focus shifts from revenue per available room (RevPAR) to gross operating profit per available room (GOPPAR), and how technology is helping to enable this evolution of commercial teams.
As the role of the commercial organization continues to evolve, leadership will require distinct qualities. In many of our conversations, we were excited to hear that the leaders of tomorrow will require an adaptable, innovative mindset as well as a key understanding of technology and data.
These qualities were evident in the success story shared by Francesco Ficanterri, director of revenue management at ICON Collection, during a discussion with our senior account executive Alberto Plaza in Milan where they discussed how this family-owned hotel group has made the transition from a traditional, manual approach to embracing the transformational power of modern revenue management and distribution technologies.
Real-world success stories like these are invaluable for other hoteliers, particularly smaller or independent properties, who are considering a similar transition to modern revenue management systems.
Personalization, Profit, and Predictions
Principal industry consultant Peter Gal also made his presence felt at this year’s GRF, with both a solo presentation and an in-depth conversation with Tom Blomquist, head of revenue management at Scandic Hotels.
Both sessions touched on emerging trends in travel and hospitality, including how hoteliers can meet the diverse needs of travelers of all ages, smart ways to tap into ancillary revenue streams, and what can be done to get their properties’ data in order if they’re looking to take advantage of the AI capabilities of today—and the future.
READ MORE | Want to dig deeper into 2025’s biggest trends? Check out our 2025 Hospitality Technology Predictions whitepaper.
Facing the Future of Hospitality Together
This year’s Global Revenue Forum was certainly memorable, and not just because of the tips relayed during World Memory Champion Jonas von Esson’s presentation. The collaborative spirit and shared enthusiasm among attendees were truly inspiring. It’s clear from presenters and attendees alike that commercial revenue leaders are hungry to share, learn, and explore how innovative technologies paired with best practices can bring about impressive results.
We’re certainly excited to face the future of hospitality with you—perhaps we’ll see you at future events. In the meantime, feel free to contact us to discuss any of the key themes outlined above in more detail.
