RMS technology has had to advance to keep up with changes in demand patterns, which are more unpredictable and dependent on external factors. While successful revenue management begins with a clear understanding of guests and market demand shifts, Cindy Heo, Assistant Professor in revenue management at Ecole hôteliere de Lausanne, says that revenue managers can’t just crunch RMS numbers without a thorough understanding of “guests’ selection behavior, consumer psychology and their competitors’ strategies.” "RMS should be integrated first with the property management system (PMS) to consider the entire booking information, analytics, and reporting functions, as well as with other internal systems such as the central reservation system (CRS), point of sale (POS), the customer relationship management (CRM) system, channel management tools, the hotel’s own website, and various social media channels." – Cindy Heo, Revenue management: Using data integration. Get the full story at rainmaker