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February 2024

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Ashleigh was privileged to join the Global Revenue Forum in London as a panel member at the end of January. It was a fascinating event that brought to light the evolving trends and breakthrough innovations shaping commercial opportunities in the global hospitality industry.

Witnessing the blend of technology and the human aspect of this business converge in such a dynamic setting was truly enlightening as the event underscored the essence of resilience, adaptation, and technological integration, with Artificial Intelligence (AI) proving to be an increasingly popular talking point.

Here, Ashleigh shares her experience and insights from some of the discussions at this year's event, while reflecting on the significant learnings of the rapid digital transformation taking place in the hospitality industry.


The Global Revenue Forum started with a collective acknowledgement of resilience, celebrating the industry's resolve as it tackles the challenges it has faced over the last few years. The discussions resonated with me personally, as so many attendees spoke about the need for businesses to not only survive but thrive through adaptability and evolution in the face of adversity. The shared narrative was one of optimism, urging us to leverage past experiences to forge more resilient and adaptable business models for the future.

The AI Revolution

As with so many events over the last 12 to 18 months, the transformative power of AI, with its potential to revolutionise operational efficiency, customer engagement, and revenue optimisation was a discussion point throughout the event. Participating in these discussions, the enthusiasm for the practical applications of AI, from crafting personalised guest experiences to employing dynamic pricing strategies was very clear. However, it was also evident that a chasm still exists between recognising AI's potential and its actual deployment—and that this is a gap that we, as an industry, are being called upon to bridge.

Data-Driven Insights

The pivotal role of data in informing strategic decisions continues to be a key focus area for the industry. The importance of setting clear objectives and harnessing specific AI and data analytics applications to meet these goals was a recurrent theme. These discussions namechecked numerous possibilities presented by data, highlighting the opportunity to deepen customer understanding and refine revenue streams, albeit acknowledging the inherent challenges of data integration and interpretation.


The shift towards hyper-personalisation is highly influenced by AI's prowess in sifting through customer data to tailor bespoke experiences. This shift towards deep personalisation, beyond segmentation and down to a granular level, serves as a linchpin in setting brands apart in a fiercely competitive landscape.

Collaborative Innovation

A theme that particularly resonated was the critical need for cross-functional collaboration to unlock the full potential of AI and data analytics. The event highlighted the imperative for unified efforts across various departments to seamlessly integrate technology-driven initiatives. Furthermore, the forum provided a platform to address the broader challenges facing the industry, from technological integration to cultivating a workforce proficient in AI and analytics, and the continuous pursuit of sustainable growth strategies.

Looking Ahead: Envisioning the Future

The forum wrapped up by projecting a future where AI and technological advancements are intricately woven into the fabric of hospitality management. We are on the brink of significant transformation, with AI at the helm of innovation in pricing, customer experience and operational efficiency. Yet, there is also a gentle reminder of the challenges that lie ahead, particularly the necessity for a cultural pivot towards more agile and technologically adept business models.

We’re very grateful to Ally Northfield for inviting us to be part of the Global Revenue Forum, kindly introduced by our collaborative partners at Revinate.

If you would like to discuss anything further or have a chat about how Halo could support your marketing and customer experience strategies, then please click on one of the following links to book a call with Ashleigh or Michael.

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