Deconstructing Revenue Management Decision-Making: Analyzing the Influence of Individual Factors in Small and Medium-Sized Hospitality Enterprises

This study examines the impact of selected factors on revenue management (RM) strategy development and decision-making in small and medium-sized hotels. Previous research highlights the limited RM adoption among smaller hospitality businesses and its stronger presence in luxury segments. This study investigates whether such patterns persist among members of The Czech Association of Hotels and Restaurants. The research questions explore how hotel size influences RM implementation and which factors affect RM decision complexity. It was hypothesized that medium-sized hotels exhibit higher RM adoption and data-driven decision-making than small-sized hotels. A quantitative survey was conducted with 14% of association members in predefined segments; 38.8% exited the questionnaire due to non-application of RM. Results confirm that medium-sized hotels demonstrate greater RM sophistication, including customer segmentation and behavioral analysis, while small hotels often lack structured RM practices. The findings suggest a positive shift in RM adoption, particularly among upper-class and luxury accommodation providers.