The world of pricing and revenue management is entering a new era. As we navigate 2025, AI agents are emerging as the transformative force reshaping how revenue professionals in travel and hospitality work. These intelligent systems are redefining how we interact with data, make decisions, and drive value across the business.

For an industry steeped in complexity and real-time decision-making, AI agents offer an unprecedented opportunity: the ability to move beyond static tools and associated limitations, toward dynamic, adaptive intelligence that works in a personalised way hand-in-hand with professionals. But this AI-human partnership hinges entirely on one fundamental requirement: data must be agent-ready. Without properly structured, accessible data, even the most sophisticated AI agents can’t deliver their transformative potential.

The Current Landscape: Complexity Overload

Revenue management professionals are no strangers to complexity. Managing demand fluctuations, optimizing pricing strategies, and staying ahead of competitors requires navigating mountains of data. Even with advanced systems, the process often looks like this:

  • Static Dashboards: Predefined views and reports present aggregated data but offer little flexibility to adapt to specific questions.
  • Black Box Limitations: Many tools provide insights but lack transparency or the ability to explain “why” decisions are made.
  • Data Overload: RMS platforms often surface hundreds of potential data points, but each stakeholder—whether a Revenue Manager (RM), Hotel General Manager (GM), or Operations leader—typically needs only a few critical insights tailored to their role.

This isn’t a flaw of existing platforms specifically – it’s a natural limitation of cloud-based software designed to serve diverse users through standardized interfaces. When professionals need to develop targeted strategies, this one-size-fits-all approach means extra time spent adapting tools and sifting through data to find role-specific insights.

AI Agents: Transforming How We Work

AI agents fundamentally change the game. These intelligent systems completely reshape professionals’ relationship with data, allowing for specific, personalised, unlimited and intelligent interaction.

Tailored Insights for Every Stakeholder

AI agents excel at delivering the specific answers each professional needs. Unlike many SAAS platforms that provide broader, less role specific answers, AI agents can:

  • Adapt to the individual needs of a Revenue Manager, a General Manager, or a Marketing Manager.
  • Surface only the most relevant insights for each stakeholder, eliminating information overload.
  • Provide nuanced answers and generate professional reports complete with detailed charts, while also excelling in predicting trends, forecasting outcomes, conducting calculations, performing in-depth research, and providing actionable recommendations.

For example, let’s examine how the same data can be utilized differently depending on the specific priorities of various roles.

  • General Manager: A General Manager might use the data to assess how close they are to achieving booking targets. For instance, they may ask, “Are we at $250K compared to the $300K budget target?”
  • Hotel Sales Professional: A Sales Professional could leverage the data for real-time insights into occupancy trends at their property. For example, they might say, “We’re at 70% of contracted room nights, which means we need 2,400 more nights to hit our goal.”
  • Revenue Manager: A Revenue Manager might analyze the same data to identify opportunities for rate adjustments, such as discovering a corporate booking priced $30 below market rate during peak times, presenting an opportunity to increase rates.

The agent identifies and delivers these tailored insights on demand.

Automation Without Losing Control

AI agents handle repetitive and time-consuming tasks, such as competitor benchmarking, trend analysis, and report generation. By doing so, they free up professionals to focus on strategy or operations while retaining oversight of key decisions.

Agent-Ready Data: The Foundation of Transformation

While AI agents are powerful, their effectiveness depends on one key factor: the quality and readiness of the data they use. Agent-ready data is clean, structured, and actionable. It enables AI systems to provide accurate, relevant, and timely insights.

Here’s what it takes to create agent-ready data for the travel and hospitality industry:

1. Comprehensive Aggregation

AI agents thrive on a wide range of inputs. Data from RMS tools, market feeds, competitive intelligence, and customer booking patterns must be aggregated into a unified, accessible format. Providers like Aggregate Intelligence specialize in creating these comprehensive datasets.

2. Clean and Consistent Structuring

AI agents require structured data to perform effectively. Inconsistent or poorly formatted inputs can lead to inaccurate predictions or irrelevant insights. Ensuring that datasets are machine-readable, labeled, and consistently updated is essential.

3. Contextual Enrichment

Beyond raw numbers, data must carry context. For example, competitor pricing data is more useful when paired with metadata about market conditions, seasonal demand, or customer sentiment. This enrichment allows agents to provide nuanced recommendations rather than generic outputs.

The Future of Revenue Management: A New Partnership

AI agents are poised to become indispensable collaborators for pricing and revenue management professionals in travel and hospitality. They don’t replace the expertise of seasoned professionals or the capabilities of tools like RMS; they amplify it. By automating routine tasks, providing tailored insights, and enabling dynamic decision-making, they free up professionals to focus on high-impact strategic initiatives.

For organizations to fully embrace this future, they must prioritize two things:

  • 1. Adopting Agent-Ready Systems: Embedding AI agents into RMS platforms ensures seamless, end-to-end automation.
  • 2. Investing in Agent-Ready Data: Collaborating with data providers like Aggregate Intelligence to create clean, structured, and enriched datasets is essential to unlocking the full potential of AI agents.

A Revolution in How We Work

AI agents are not just tools; they are a revolution in how pricing and revenue management professionals work. They enable teams to move beyond the constraints of static dashboards and overwhelming data to focus on delivering value—faster, smarter, and more effectively.

The future of travel and hospitality lies in this synergy between human expertise, AI-driven intelligence, and high-quality data. For those ready to embrace it, the rewards are clear: better decisions, greater agility, and a sustained competitive edge.

“AI won’t replace you, but people who use AI will replace you” – Microsoft CEO Satya Nadella