Journal of Revenue and Pricing Management (2023) 22:321
https://doi.org/10.1057/s41272-023-00426-w
BOOK REVIEW
Vouk, I. (2022). Hospitality 2.0. Digital revolution in the hotel industry
Ira Vouk Hospitality Technology and Revenue Management Consulting, 276 pp.,
ISBN: 978-1-716-13778-5
Stanislav Ivanov1,2
Received: 6 February 2023 / Accepted: 8 February 2023 / Published online: 1 March 2023
© The Author(s), under exclusive licence to Springer Nature Limited 2023
It was an interesting experience to read the book mainly the role of the revenue management technology in the digital
because I found it challenging to classify it. Definitely, this is (r)evolution are also elaborated. The last Part IV of the book
not the standard academic book full of definitions, classifica- sheds light on the investment opportunities in hospitality
tions, theoretical concepts, or historical review of a concept; it technology and in people.
is a business book. At the same time, it is not a classic business From a research perspective, the book could hardly give
book. In fact, it is a more a compilation of interviews with new insights to what is available in academic publications.
experts from the business and the academia discussed within The book does not develop new theory, nor it finds new
the managerial context of digital technologies in hospitality, application of an existing theory. The book uses academic
garnished with reflection on author’s personal experience. The references very scarcely and relies mostly on trade press
style of writing is pleasant, easy to read, probably a bit too publications. While very current and relevant, they do not
enthusiastic and emotional at places for my personal flavour. always have the theoretical weight researchers would expect.
The book is divided into four parts. Part I focuses on the Hence, its theoretical value is marginal. At the same time,
challenges faced by the hospitality industry, mostly related the text can give inspiration for future research ideas.
to digital technology, namely: low tech adoption, different From a managerial perspective, the book can be an excel-
priorities of the stakeholders, integration issues, data com- lent motivational book for hospitality managers who enter
patibility, and complex relationships of hotels with OTAs. the revenue management field or those who feel the need
It also pays attention to key concepts in profit management for insights from industry leaders. This book would be very
vs revenue management, challenges in forecasting, and the useful to them. The interviews provide a lot of cases and
disconnect between the industry and hospitality academia. diverse perspectives, and add high applied value to the book.
Part II discusses the disruptions in the hospitality industry From a pedagogical perspective, the book might be a non-
such as technology (e.g. cloud computing, artificial intel- core text in courses on revenue management or hospitality
ligence), alternative accommodation, and COVID-19. Part technology. Students would benefit from the interviews of
III looks at the future. It emphasises that data is now the new industry leaders which they might not otherwise be exposed
currency. To utilise it, hospitality companies need to adopt to due to the academic focus of hospitality management pro-
data mesh architecture, i.e. handling data in such a way that grammes in most universities.
would allow companies to create an architecture that can A future edition of the book might adopt a more aca-
freely and openly scale and extend (p. 233). The book also demic approach. The interviews are great but the book
looks at the AI algorithms that can help revenue managers would benefit if some academic sources are used, the share
take appropriate decisions. The redesign of operations and of the interviews in the text is decreased in favour of adding
more theoretical explanations and discussion to strengthen
the academic value of the book.
* Stanislav Ivanov
stanislav.ivanov@vumk.eu; info@zangador.institute
1
Varna University of Management, 13A Oborishte Str., Publisher's Note Springer Nature remains neutral with regard to
9000 Varna, Bulgaria jurisdictional claims in published maps and institutional affiliations.
2
Zangador Research Institute, 9010 Varna, Bulgaria
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