RoomPriceGenie published its State of Revenue Management in Hospitality 2026 report on 20 October. Sapio Research surveyed 450 senior revenue decision-makers across Europe, North America and Asia Pacific. The sample covers independent hotels, hotel groups, hostels, serviced apartments and holiday parks.
Two figures carry the market. 53 percent of respondents use AI for pricing recommendations. 10 percent trust it enough to let it set most prices.
Every figure here comes from RoomPriceGenie. The vendor commissioned the fieldwork, and no independent measurement of the sample exists.
Advice at scale, authority in the same hands
35 percent of respondents are piloting or considering AI for revenue management, which puts 88 percent of the sample in use or exploration. 11 percent are not considering it. 37 percent check most AI pricing recommendations by hand before acting on them.
Who holds pricing authority
At 45 percent of properties the general manager carries main responsibility for pricing. At 18 percent it sits with the owner. 30 percent of respondents have a revenue manager (15 percent) or a revenue team (15 percent).
85 percent say a dedicated revenue management role is essential to profitability. 45 percent of respondents say their operational teams lack confidence in interpreting revenue data.
The review cadence
79 percent of respondents believe they are maximizing their revenue potential. 36 percent review their pricing strategy at least monthly, and 40 percent forecast demand that often. 52 percent call demand forecasts very influential on price.
More than half the sample therefore resets rate position on a quarterly or seasonal clock. Bookings, competitor rates and local events move on a shorter one.
43 percent run no revenue management system
The report sorts respondents into four tiers by practice. 14 percent price by hand on experience, gut feel or fixed seasonal rates. 29 percent work from spreadsheets and past performance. 36 percent run a revenue management system. 21 percent run revenue management as one commercial plan with scenario forecasts.
The first two tiers total 43 percent with no system behind the rate. 57 percent use one.
Where the work gets hard
Across the sample the hardest tasks are technology and automation at 31 percent, forecast accuracy at 30 percent, pricing across channels at 27 percent and competitor rate moves at 27 percent.
Expertise is the second constraint. 70 percent say expertise in the field is growing across the industry, and 47 percent of respondents who are hiring struggle to find qualified candidates.
The read for the market
The survey measures a market where the pricing tool is present and the pricing decision stays with a general manager, an owner or a small team. 43 percent of properties set rates with no system behind them, and 36 percent of the sample revisits strategy monthly or more often.
The report does not measure rate outcomes against that spread.