Revenue Management Data Digital Transformation

The paper provides the advantages of using of digital revenue management tools for the modern enterprise in the conditions of Industry 4.0. In the context of business processes improvement, the theoretical principles and basic technological innovations of digital transformation in revenue management are considered. The analysis of the impact of digital tools on hotel revenue management based on the identification of impact factors was provided. Hypothesis of the impact of each advantage of digital marketing tools on the probability of increasing revenue. The specific model that integrates the attributes of the choice of digital tools was proposed. The attributes were considered in conjunction. There was a discrepancy between the trends in the use of digital data by hotels in terms of costs and the perception of its value. The transformation of revenue management data was analyzed. In particular, the most influential in terms of loyalty formation is the use of mobile applications and promotion on social media, which far exceeds other digital tools. This means that most information about hotel rates is received through mobile applications, webpages and social media. The results of the data analysis showed that the use of OTA have the impact on revenues.