This paper explores the future of Revenue Management (RM) in the hospitality industry amid the disruption caused by the COVID-19 pandemic. Traditionally, revenue managers have relied heavily on data, technology, and Revenue Management Systems (RMS) to optimize pricing, forecast demand, and maximize hotel profitability. However, the unprecedented decline in travel demand challenged established forecasting models and raised questions about the role’s long-term relevance. The paper examines whether revenue management faces obsolescence or new opportunities as the industry evolves. It highlights how changing market conditions, digital transformation, and increased reliance on data-driven decision-making are reshaping the responsibilities of revenue managers. Rather than diminishing the role, t

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