Making Revenue Management a Strategic Powerhouse
Shumi Khan, Global Senior Vice President of Business Performance & Revenue at Accor, is on a mission to elevate the role of revenue optimization in the hospitality industry. Continuing as Chair of HSMAI Europe’s Revenue Optimization Advisory Board for a second term, Khan is driving a transformative agenda aimed at reshaping perceptions, modernising practices, and attracting top-tier talent to this critical field.
From finance to “value creation”
Khan’s extensive background in banking, investment, and private equity set the stage for her innovative approach to revenue management. “In private equity, we call it ‘value creation,’” she explains. “It’s not just about maximising rates or inventory, but leveraging data and insights to unlock untapped potential, create efficiencies, and drive sustainable growth.”
After joining Accor to scale and optimise its revenue services, Khan brought a fresh perspective, introducing data-driven KPIs and dashboards to simplify and enhance decision-making. Her strategies prioritised high-impact actions, focusing on balancing risk and reward across revenue streams, akin to managing a hedge fund, she says.
Her finance-honed approach underscores the importance of aligning commercial strategies with measurable outcomes. “Sometimes less is more,” she says. “It’s better to focus on areas that truly drive value than to spread resources too thinly.”
Modernising revenue management
At the heart of Khan’s agenda as Chair of the Revenue Optimization Advisory Board is redefining how revenue management is perceived and practised. She believes the discipline has been unfairly relegated to a back-office function, rather than being seen as a core strategic pillar of business performance.
“For too long, revenue management has been viewed as tactical,” she says. “My goal is to inspire a mindset shift that highlights its role in aligning strategies, streamlining processes, and driving both top-line and bottom-line growth.”
Her approach includes integrating best practices from other industries, such as retail and private equity. “Revenue management exists everywhere,” Khan notes. “Whether it’s pricing perishable goods in a supermarket or managing inventory for airlines, the principles are universal. Hospitality can benefit immensely from these cross-industry insights.”
With this in mind, Khan hopes to bring in outside speakers to HSMAI Europe – commercial leaders who will inform, inspire and provide new perspectives on revenue management and “value creation” in the hospitality environment.
The talent imperative
A key challenge Khan aims to tackle is attracting talent to revenue management. She points out two main barriers: a tendency within hospitality to hire only from within the industry and a lack of awareness about the strategic value of the role.
“Revenue management is an analytical, high-impact function, but it’s not always recognised as such,” she explains. “By broadening our hiring criteria and raising the profile of the profession, we can attract candidates with diverse backgrounds – those who bring fresh ideas and perspectives.” Khan also advocates for modernising how revenue management is taught in hospitality schools, ensuring curricula reflect current trends and technologies. “Educational programmes sometimes fail to keep up with industry needs,” she says. “We need to equip future professionals with the tools and knowledge to thrive in this evolving field.”
Leadership that empowers
Khan’s leadership philosophy is rooted in collaboration and agility. Inspired by her time in private equity, she champions flatter organisational structures that empower team members to make decisions and act swiftly.
“Young professionals today don’t want rigid hierarchies,” she observes. “They want to feel valued and have the autonomy to contribute meaningfully. By creating an environment where everyone has a voice, we can foster innovation and build stronger, more agile teams.”
Unified commercial strategies
Khan is also a believer in unified commercial strategies, which is also another focal point for the Revenue Optimization Advisory Board.
“The biggest challenge is alignment, or the lack of it,” she says. “In hospitality, different departments often have conflicting KPIs and objectives, which creates silos. To build a truly unified strategy, everyone needs to work towards the same goals. It starts with clear, measurable KPIs that are visible and discussed across the organisation.”
She adds: “But alignment isn’t just a top-down directive; it needs to come from the ground up. Leadership sets the vision, but the real change happens when teams collaborate and take ownership of shared objectives.”
The game-changing role of AI in 2025
Looking ahead, Khan highlights the transformative potential of AI in commercial strategy. From optimising marketing investments to analysing guest feedback, AI-powered tools are helping hospitality businesses make smarter, data-driven decisions, she emphasises.
“AI is going to be a game-changer,” she says. “We’re already seeing incredibly sophisticated tools that can optimise marketing investments, analyse guest feedback with nuance, and integrate into revenue management systems. These tools aren’t just about automation; they’re about making smarter decisions tailored to the customer.”
Khan adds: “At the end of the day, the guest is at the heart of everything we do. The better we understand their needs and expectations, the stronger our commercial strategies will be. AI helps us get there faster and with greater accuracy.”
Setting new benchmarks for industry excellence
Khan’s approach to revenue management in her dual role at Accor and HSMAI Europe is both solution-driven and highly practical. By modernising practices, attracting diverse talent, promoting collaboration, and embracing automation, she is working to establish revenue management as a foundational element of commercial success in hospitality.
This vision aligns with HSMAI Europe’s commitment to being a leading influencer, innovator, and trusted resource for professional development, commercial strategies, and sustainability in the hospitality, travel, and tourism sectors, driving industry excellence forward.
As Ingunn Hofseth, President & CEO of HSMAI Europe, says, “Shumi’s vision, strategic thinking, and passion bring immense value to the board. Her leadership is reshaping our approach to revenue management and commercial strategies.”
