The method
The 9 Pillars of Revenue
The 9 Pillars of Revenue 
One hotel. Nine rooms.
Most properties have at least one door (strategy) nobody’s opened.
Sample hotel
Find your unopened door
Strategic Development Levels: Reactive · Developing · Established · Leading
The free 9 Pillars Health Check. About four minutes.
The room list
Nine pillars. Nine questions every hotel should answer.
01Strategy & Governance
Are we managing revenue strategically?Strategy and goals, decision rights, cadence, revenue meetings, cross-department alignment, team capability and culture.
02Market & Customer Segmentation
Are we attracting the right business?Segment definitions and profitability, booking behaviour, source markets, customer value and target mix.
03Performance, Forecasting & Profit
Do we know where we are, where we’re going, and what it’s worth?KPIs, net RevPAR, GOPPAR, flow-through, pickup, pace, booking curves, indices, budget and rolling forecast.
04Pricing & Total Revenue Strategy
Are we pricing demand, or pricing the budget?Pricing architecture and BAR, differentials, comp sets, promotions and fences, non-room revenue, upsell, price governance.
05Inventory & Availability Strategy
Are we controlling what we sell, and when?Room types and upgrades, restrictions and rate plans, LOS, CTA, CTD, overbooking, group allotments and release dates.
06Distribution & Channel Strategy
Are we selling through the right channels, at the right net value?Channel mix, net ADR and acquisition cost, parity, content and OTA ranking, AI discovery, channel profitability.
07Sales
Are we winning the right business-to-business revenue?Account strategy, pipeline and RFPs, group and MICE displacement, meeting space yield, wholesale contracts, sales activity.
08Marketing & Demand Generation
Are we creating demand when and where we need it?Brand and content, need-period campaigns, CRM and email, paid media ROI, direct booking, reputation.
09Technology, Data & AI
Does our technology enable better decisions?Systems, data quality and integrations, reporting and automation, AI readiness and governance with human approval, adoption, ROI.
How to use the 9 Pillar framework
Assess. Prioritise. Plan. Perform.
Then go round again. Revenue Strategy is a loop, not a launch.
01AssessScore all nine pillars honestly, from Reactive to Leading. The free Health Check takes about four minutes.
02PrioritisePick the two or three pillars that will move your numbers most. Not all nine at once.
03PlanAgree what changes, who owns it and when you’ll check it worked.
04PerformDo the work, review it every month, then go round the loop again.
Take the free Health Check
Step one, done in about four minutes.
Learn it yourselfThe ClubhouseStart today with the Foundations of Revenue Management course, live now with a new lesson every week. The 9 Pillars of Revenue Strategy course is coming soon, plus weekly Monday Check-Ins.Join the Club
Work through it with CheriThe AdvisoryWe run the loop with your team, on site or online, pillar by pillar.Work with us