| Summary: | Nowadays, in a diversified number of countries all over the world, and particularly in Portugal, the tourism sector and hospitality industry are considered to be one of the most relevant economic activities. Aligned with the growth associated to these areas is the need of developing more personalized services, in order to improve customer satisfaction and to maximize the revenue obtained. In an industry made of people for people, more than meeting customer needs, is becoming essential to exceed customer expectations. At this point, revenue management and marketing merge as one integrated strategic vision. Developing a hotel strategy considering the analytical and objective perspective of revenue management, and at the same time, combining it with relationship management and creative thinking of marketing, represents a key success factor. However, the relationship between these two departments was not always so clearly stablished. Currently, hotels’ administrative structures are facing consequences of the gradual evolution and implementation of revenue management in Portugal. From the inside out, the changes are leading Portuguese hospitality to a much more analytical and database driven industry. In order to follow the market changes, revenue and marketing managers have to identify tendencies and opportunities that emerged from the crisis period associated to the COVID-19 pandemic. The best way to understand how this relationship is evolving is to examine how these departments work in a practical and realistic level. Additionally, combine it with the theoretical predictions suggested by the academics, will allow a deeper understanding of their future.
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