Something is changing in hotel tech and pricing is at the center of it | By Ewa Gabara

Running a hotel has never been simple. Thankfully, technology has made it easier. But somewhere along the way, something else happened too…

Hotel tech got bigger

Over the last decade, the hotel technology landscape has grown at an incredible pace. Platforms like HotelTechReport now list more than 2,600 hotel tech solutions, and many of them are designed to solve a specific problem.

Individually, many of these systems are great at what they do. Collectively, as technology providers, we have created a new challenge: fragmentation.

More systems mean more dashboards, more logins, more tabs open throughout the day. Today, you’re surrounded by data. Occupancy, pickup, rates, demand signals, competitor pricing…you name it - it’s all there.

The problem isn’t that you don’t have enough data. It’s that the signals that matter most don’t always show up where decisions are made.

When insights are spread across multiple systems, you’re forced to constantly switch context. By the time the right data is found, understood, and connected, the window to act has often already passed.

The appeal and limits of all‑in‑one platforms

When things get complex, it’s only natural to look for simplicity. One system. One login. Fewer tools to juggle.

All-in-one platforms promise exactly that: less switching, more clarity. But in practice, delivering real depth across every function is difficult. Operations might be strong, distribution might be covered, but revenue management decisions, in particular, tend to be harder to get right.

That’s why even the most comprehensive platforms rely on integrations. Cloud ecosystems exist for a reason: no single system can do everything equally well, especially when it comes to revenue management, where success depends on deep data expertise, constant refinement, and a very specific focus.

Integrations simply reflect that reality.

Why revenue management moved to the center

The pressure created by complexity is felt most clearly in pricing.

Markets shift quickly, guests compare rates instantly, demand can change daily — sometimes hourly.... A late snowfall can extend the ski season, and a storm can cause flight cancellations or a local event can fill rooms faster than expected.

In moments like these, getting the right price at the right time directly impacts profitability. When timing drives revenue, intuition alone is no longer enough. This is where revenue management moved from the background to the center of hotel operations, and pricing became something you need to stay on top of continuously, not just occasionally.

Revenue Management Systems (RMS) emerged to support this shift. An RMS continuously monitors demand signals, booking pace, market movements, and rate consistency across channels, helping you respond faster and with more confidence when conditions change.

That’s why the revenue management system is no longer a “nice to have.” It has become business-critical, and it’s why revenue data, not just reservations or availability, is now expected to inform daily decisions.

You can already see this shift across the industry: from Mews' acquisition of Atomize RMS, to SiteMinder expanding access to revenue management capabilities, and more PMS companies actively exploring deeper, more meaningful ways to bring revenue data closer to daily hotel operations.

At ITB Berlin, RoomPriceGenie is launching a new feature that will fundamentally change the role that revenue management plays in hotel operations. We can't share the details yet, but I promise you, it's worth the wait!

Meet the RoomPriceGenie team at ITB Berlin in Hall 7.1C at Stand 101 to discover the future of hotel operations firsthand.