DIGITAL DECISIONS IN THE REVENUE MANAGEMENT SYSTEM

Abstract

The article considers digital solutions in the revenue management system, which provide flexibility of the strategic behavior of a hotel business entity in the hotel services market, directing it to maximize revenues through optimization of operations, assessment of market conditions and modeling of strategies for managing demand and consumer behavior. The directions of introduction of digital technologies in the revenue management system are substantiated: own information systems (RMC), integrated digital platforms (R2B) and global networks in the mode of real-time analytics processing (CRM, ERP). To increase the level of digitalization of the RMS system of hotel business entities, a model for algorithmization of decision-making in the RMC system has been developed, which will allow structuring the stages of management decision-making, automating business processes and their results in the revenue management system. The results of the study also show that digital solutions of the revenue management system justify the use of Big Data analysis and analytics tools to justify decisions, analyze consumer behavior and adapt pricing strategies, segment consumers and personalize offers, implement specialized software (RMS-system) to automate routine operations (market monitoring, competitor price analysis, updating offers and rates), integration of internal information systems with global digital systems, mobile applications, CRM systems, and improved customer communications. In an increasingly competitive environment, digitalization of the revenue management process is essential for strategic business development. The purpose of this article is to discover the digital technologies of revenue management and directions of their implementation in the hotel business Methodology of research. The multidisciplinary nature of the outlined issues regarding the directions of implementation of digital technologies in the revenue management system, this study uses a system-integrative approach that allowed to determine the cause-and-effect relationships between digitalization and the implementation of revenue management decisions for efficiency growth. A comparative analysis of the academic literature on the conceptualization of digital technologies and their implementation in the hotel was carried out. Findings. The effectiveness and flexibility of decisions in the revenue management system of hotel business entities is determined by the introduction of digital technologies. The implementation of digital technologies as a determinant of management revolution ensures a shift in management emphasis to increase the flexibility of operational business processes, optimise the value chain of the hotel product, determine the trajectory of flexible strategic behaviour of the enterprise in the service market to maximise revenues in all centres of their formation and create competitive advantages. The areas of implementation of digital technologies in the system of revenue management should be: own information systems (RMC), integrated digital platforms (R2B) and global networks in the mode of real-time analytics processing (CRM, ERP). Originality. A model for algorithmisation of decision-making in the revenue management system has been developed, which will allow structuring the stages of management decision-making, automating business processes and their results in the revenue management system. This will provide flexibility of management decisions, directing them to maximise hotel revenues, improve business efficiency and ensure sustainable strategic competitive advantages. Practical value. The scientific approaches to the introduction of digital technologies for decision-making in the revenue management system are substantiated.