APAC Revenue Management Summit returns for a LIMITLESS 2026

Hospitality and tourism commercial leaders gathered in Melbourne on 26 May as the APAC Revenue Management Summit returned for its 11th year under a bold theme – LIMITLESS.

Hosted by the Australian Revenue Management Association (ARMA) at RACV City Club, with the support of its major partner VTIC, the Summit brought together revenue managers, commercial leaders, general managers, sales and marketing professionals, and technology providers for a day focused on one key question: what does the future of profitable business growth look like?

Read the latest edition of AccomNews HERE

What emerged from the conversations, keynote sessions, and delegate commentary following the event was a clear shift in industry thinking.

Revenue management is no longer viewed purely as a top-line revenue function. Instead, it is increasingly recognised as a broader commercial discipline influencing profitability, customer value, technology adoption, and holistic business performance.

Related AccomNews story: Storm clouds, steady rooms: Sydney hotels hold their nerve

Sessions explored commercial intelligence, AI, profitability, revenue optimisation across multiple business units, personalised guest experiences, forecasting complexity, and the growing role of technology in supporting faster and more informed decision-making.

Speakers challenged delegates to think differently about how businesses measure success.

Tom Crouch from The APT Travel Group highlighted the reality that not all revenue contributes equally to profit, while sessions from Platinum Partner Oracle Hospitality and other industry leaders explored how organisations are increasingly using technology, intelligence, and integrated commercial strategies to drive better outcomes.

Nic Robin’s session on customer journey mapping added another important dimension to the conversation, demonstrating how operational execution directly influences customer expectations, price perception, and ultimately commercial performance.

His presentation reinforced that value is not determined by price alone, but by how consistently businesses deliver on the experience they promise throughout the customer journey.

Artificial intelligence also featured prominently throughout the program.

Leanne Shelton’s keynote on avoiding “AI Slop” sparked significant discussion around the balance between productivity, automation, and maintaining quality and human judgement.

Rather than promoting AI as a replacement for people, conversations focused on how businesses can responsibly use technology to enhance decision-making, guest experiences, and operational performance.

Across multiple sessions, speakers reinforced that revenue growth without margin improvement is increasingly difficult in today’s operating environment.

With cost pressures continuing across hospitality and tourism, the conversation has shifted towards smarter pricing, stronger commercial alignment, better forecasting, and a deeper understanding of customer value.

Delegates consistently highlighted the practical nature of the content, the quality of the discussions, and the opportunity to engage with peers facing similar commercial challenges. The event’s positioning of “No fluff. Just the conversations that make you money” resonated strongly with attendees seeking actionable insights rather than surface-level conversations.

Importantly, the Summit also reinforced the value of community.

For more than a decade, the APAC Revenue Management Summit has provided a platform for knowledge sharing, professional development, and industry connection.

As commercial roles continue to evolve and expand, the importance of bringing together revenue, sales, marketing, distribution, technology, and operations leaders has never been greater.

If there was one message that defined LIMITLESS, it was this: the future belongs to commercial leaders who are prepared to think beyond traditional silos, embrace new technology responsibly, measure what truly drives profitability, and continuously challenge the way business has always been done.