As much as the hotel industry likes to celebrate its history of taking care of people and the integral role service and hospitality play into success, no hotel is meeting its goals if it’s not bringing in revenue. It was that way of thinking—that hotels should maximize the money they bring in at the same time as they give exemplary service—that gave birth to the discipline of revenue management. It’s also the driving force behind the ongoing evolution of the revenue discipline away from simple day-to-day management and toward holistic strategy that incorporates the input and expertise from virtually all departments across a company or property.