“E-commerce and Revenue Management need to be very much aligned in order to maximise efficiency and ROI. While Revenue Management knows best when additional demand is needed, E-commerce has the tools to drive it. Nowadays, with the ever-expanding role of Revenue Management, it is sometimes hard to distinguish between the two disciplines. E-commerce should focus on revenue increase just as much as Revenue Management, while the latter needs to understand all the E-commerce tools and be aware of the whole guest journey to truly optimise total revenue and profit.
So these two departments need to be one. Unified under one leader, in constant discussion, following the same KPIs. In my previous roles, I’ve seen the lead lie with Revenue Management and in others, I’ve seen it lie with E-commerce. Both approaches work just fine, as long as you are open about your KPIs (ROADS, RevPAR, Direct Share, etc.) and foster a culture of constant exchange and respect.”
