Pearson New International Edition International pcl tp indd 1

REVENUE MANAGEMENT
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Rate integrity implies that rates across all distribution channels are comparable,
but they do not necessarily have to be identical. There are several reasons for revenue
managers to determine and market different rates for different distribution channels,
just as “yesterday’s” revenue managers created different rates for different room types.
Today’s revenue managers still face the room type challenge, but they also face the
challenge of managing distribution channels in an environment transparent to con-
sumers and competitors.
Modern pricing techniques cannot involve seat-of-the-pants approaches. Instead,
they must be highly sophisticated and logical reactions to real-world information and
resulting supply and demand forces examined earlier in this section. Revenue managers
must use PMS information along with specific pricing strategies that are adjusted
(often daily) to meet the known realities of their market areas. As they do so, revenue
managers can have a tremendous influence on increasing their property’s RevPar.