![australian-revenue-management-association](https://www.tourismtribe.com/wp-content/uploads/Australian-Revenue-Management-Association-1024x318.png)
Liz Ward talks to Melissa Kalan from the Australian Revenue Management Association, about revenue management
Why is it important to manage yield?
- Technology is driving change
- Customer booking behaviours are changing
- Need right balance between occupancy and average rate
- Consumers want fast seamless booking processes
- A balanced approach to distribution partners is required