It wasn’t all that long ago many hotels just used seasonal rates – and some still do! – before becoming more sophisticated to fluctuate rates more frequently based on demand. Going forward it’s a more complex process thanks to a maturing internet and new technologies such as mobile. Good thing the folks at this year’s Revenue Strategy Summit shared how they see the quickly changing word of revenue management. Here’s one example. “More and more guests who would have booked [same day] at the front desk are in the parking lot booking on an app,” said Mark Morrison, VP Corporate Strategy with Hilton Worldwide. “The issue here is there are a lot of hotels playing the game of dropping rate on the last date and they’re teaching customers to check the app before checking in.” Get the full story at Hospitality Interactive