It’s often mentioned at industry events that hotel revenue managers need to evolve their work beyond day-to-day rate management to long-term strategic thinking, but one former revenue manager has five ways hoteliers need to help ease that transition.

Speaking during the keynote address at the 2019 HSMAI Revenue Optimization Conference, Dave Roberts, a professor at Virginia Tech University, said revenue managers need to remember that the future of the discipline is not set in stone, but it’ll likely be some mix of man and machine, hopefully to man’s benefit.