- AI is the new electricity—it doesn’t replace the industry; it powers it.
- AI is no longer futuristic—it’s a present-day necessity, optimising pricing, predictive analytics, and decision-making.
- AI enhances, not replaces, human expertise. Hospitality thrives on human connection; AI should streamline operations and enhance guest experiences, not eliminate the human touch.
- Hospitality leaders must evolve. Tomorrow’s managers need AI literacy, data interpretation skills, and strategic adaptability to navigate a rapidly changing landscape.
- Revenue management is evolving into a function with greater commercial responsibility. RMS hold critical marketing data, and revenue strategies now intersect with distribution and marketing decisions.
- AI-powered automation is driving operational efficiencies, reducing staffing costs, and optimising inventory, ensuring strong profit margins.
- The democratisation of revenue management tools is allowing smaller properties to access sophisticated pricing and analysis tools once available only to larger chains.
- The Experience Economy is thriving. As demand grows for tailored, experiential travel, hotels must focus on unique, localised experiences while leveraging AI for hyper-personalisation.
- Profitability alone is no longer enough. Companies that define and communicate a clear brand purpose gain a competitive edge, aligning with evolving consumer values.
Global Revenue Forum 2025 Revisited
Shaping Sustainable Transformation in the Hospitality Industry
London, 14 February 2025
On January 30, the highly anticipated Global Revenue Forum (GRF2025) once again brought together the global hospitality community. Commercial leaders gathered in Stockholm, Milan, London, and online for a day of industry-shaping thought leadership, dynamic discussions, and high-energy networking. Under the theme “Unlock the Future of Profit,” each city hosted a packed agenda, featuring critical insights on AI, digital transformation, and the evolving hospitality landscape. With key sessions livestreamed to all locations, hoteliers globally could unite, regardless of location, for one unique day and engage in discussions set to shape the industry's future.
The Rise of the ‘Digital Twin’
With coffee in hand and notepads ready, delegates settled in for the opening keynote by Daniel Hulme, a globally recognized AI expert. His session, “Rethinking AI and Its Impact on Business and Humanity” delivered from the Queen Elizabeth II Centre in London, was streamed live across all locations and online, ensuring the entire GRF community benefited from his perspective on AI’s potential which is advancing with a level of speed none of us could have anticipated.
Daniel’s keynote unveiled AI's transformative power, sparking discussions on its real-world applications. A key takeaway was the rise of Digital Twins—once theoretical but now a reality. Imagine a digital version of yourself seamlessly booking flights, managing tasks, and engaging with brands on your behalf. For the hospitality industry, this represents a fundamental shift—marketing and guest engagement strategies must adapt to a world where AI-driven proxies make purchasing decisions.
He also explored the concept of ‘economic singularity’, where AI-driven automation minimises the need for human labour. If work becomes optional, how does this reshape hospitality? What role does the industry play in a world with increased leisure time and higher disposable income?
Wow. Plenty of food for thought. And the day was just beginning.
As the day progressed, sessions and guest speakers continued to explore the impact of the AI revolution on all areas of revenue and pricing strategies. Post-lunch breakout sessions explored the wider commercial remit, with streams dedicated not only to revenue management but also distribution and marketing strategies. All were well attended, reflecting how both GRF and the revenue management function are expanding their commercial reach.
But the Global Revenue Forum is more than just a learning experience - it’s about people, community, and connections. As one delegate commented, ‘it's like being in an augmented reality version of my LinkedIn feed. All the major players are here!’ Over coffee and lunch, the room buzzed with energy as delegates reconnected with industry friends, built new relationships, and reflected on the day’s discussions - all set against the stunning backdrop of Big Ben, Westminster Abbey, and the Houses of Parliament.
GRF’s Expanding Reach
The Milan event always draws a large crowd and with over 500 delegates in attendance, this year was no exception. A particularly encouraging trend was the diversity of functions represented. While 40% of delegates work in revenue management roles, the remaining 60% work in roles spanning sales, marketing, and general management, reinforcing GRF’s growing relevance across the commercial function.
The day’s agenda covered the full spectrum of AI in hospitality, striking a balance between its limitless potential and the practical challenges of implementation. A lively discussion delved into how AI could potentially translate guest sentiment into profitable pricing strategies, thereby revolutionising revenue management. Meanwhile, a separate panel of industry experts addressed the growing complexities and rising costs that hotels face in digital marketing, particularly in light of the Digital Markets Act which is reshaping how hotels engage with guests and optimise their online presence. The session underscored the need for strategic agility as the industry adapts to this evolving landscape.
AI's true power lies in its integration with human expertise
Keynote speaker Fabio Moioli emphasised a crucial message that was a recurrent theme of the day across all three cities - AI's true power lies in its integration with human expertise. He highlighted that hoteliers must embed AI into operations and decision-making rather than see it as a standalone tool. ’Using ChatGPT does not make you an AI expert,’ perfectly summed up the learning curve ahead if we are to fully embrace the AI revolution.
Meanwhile in Stockholm….
Meanwhile, in Stockholm, delegates gathered at the Hilton Hotel, escaping the freezing temperatures outside to dive into a dynamic agenda expertly moderated by Maarja Edman. The day‘s sessions had been carefully crafted to explore AI’s impact on many of our commercial operations including the digitisation of guest experience and its impact on profitability, and AI-driven customer data utilisation Despite the strong focus on AI and technology, one of the most dynamic sessions bridged another critical theme in hospitality: sustainability. Speakers explored how AI can be a catalyst for real change in addressing one of the industry's greatest challenges. They emphasised the need for the travel and hospitality sector to move beyond rhetoric and take meaningful action. The discussion underscored the importance of regulatory alignment, industry-wide collaboration, and AI-driven efficiencies in creating more sustainable resource management solutions.
Mind Over Machine
Stockholm’s keynote session was one of the day’s standout moments. It was delivered by memory champion and author Johan von Essen and live-streamed to London, Milan, and online. In a day that had been centred on AI and automation, Johan’s session took an unexpected turn, showcasing the remarkable power of human memory. His memory training techniques, which helped him win Who Wants to Be a Millionaire? in Sweden and reach the finals of Sweden’s Got Talent were delivered with humour and energy as his highly interactive session demonstrated that despite AI’s potential, we shouldn’t overlook the power of the human mind in the age of technology.
Key Learnings from GRF2025
AI as an Enabler, Not the Endgame
As GRF2025 demonstrated, the future of hospitality isn’t just about AI adoption—it’s about reimagining the guest journey in an era of automation, hyper-personalisation, and evolving consumer expectations.
The key takeaway? AI isn’t the endgame; it’s the enabler. The future of hospitality will be defined not just by technology, but by how well it blends innovation with human expertise to create meaningful, memorable guest experiences.
For those who attended, the challenge now is implementation. AI-powered strategies must be integrated thoughtfully, balancing data-driven decision-making with brand authenticity and human connection.
It's time to brace ourselves - big changes are on the horizon!
Save the Date! GRF2026 will be held on 29th January 2026.
Details will be released later in the year but block the date in your diary now to ensure you don't miss out on the industry’s most dynamic, inspirational and transformative event.