The articles in this section reflect a spirit of integration and progress:
In Dispelling Three Myths about Distribution, Kelly McGuire, Nick Sutherland, and Sarah Fults uncover the persistent misconceptions that still hold the discipline back and offer a path to elevate it within the commercial mix.
Jennifer Hill explores the ripple effects of shifting government demand and how hotels use commercial strategies to build more resilient business models in Navigating Headwinds: Future-Proofing Hotel Strategy in an Ever-Shifting Landscape. In The Wrong Performance Metrics, John Burns challenges long-held industry benchmarks and calls for sharper focus on conversion rates, smarter tech usage, and rethinking what success looks like.
And Dr. Hicham Jaddoud’s article, AI-Powered Revenue Management: Transforming Decision Making, brings fresh perspective to the future of the field, where artificial intelligence enables more dynamic, holistic, and democratized revenue strategies, while still relying on human insight and leadership.
Each of these contributions advances the conversation we’re having as a profession about how to lead boldly and think holistically. I hope you’ll read these pieces with curiosity and leave with ideas to take back to your teams.
