Redefining Opportunity in Revenue Management

Airline Revenue Management practices are based on the logic of utilizing historical demand analytics to forecast future demand and then applying levers such as price and availability to match supply with that demand and maximize profitability.

But what is the answer when events occur or when the unforeseen materializes and forecasted demand outstrips your ability to supply?

 What happens when the business traveler needs to book the night before departure or a once in a lifetime opportunity means a traveler needs to book and go?