Experience, Culture, and People: Driving the Next Wave of Hotel Revenue
Revenue strategies are evolving beyond rates and occupancy. At the Hotel Revenue Summit Malaysia #HRSM, speakers emphasized the importance of aligning operations with guest expectations, local market dynamics, and workforce capabilities.
From tailored localization to elevated experiences and tech-enabled teams, hotels are rethinking how value is created across every touchpoint.
Localization
As hotels work to develop more agile and revenue-focused operating models, the ability to localize while maintaining brand consistency was highlighted as a critical competitive advantage. Speakers noted that thoughtful localization—grounded in market knowledge and guest expectations—can enhance customer appeal, drive bookings, and contribute meaningfully to overall revenue performance.
“There will be a need to localize brands to a certain level. [because] brands will always insist that when I walk into the hotel, I want to recognize the brand. That’s the first thing you need to know. You must recognize the brand first then the localization comes in from there so that you can also feel the local culture. I think that’s part of the things that we need to adopt,” Lip Seng Yap, CEO of RIYAZ Hotels & Resorts said.
However, localization is not a one-size-fits-all approach. Hotel operators must conduct thorough research and clearly define their goals—taking into account factors such as location, destination, local community, and the demands of tourists coming in the area—to truly integrate local preferences into their operations.
“Whether you are located right in the city center of Kuala Lumpur, right in Jalan Pan, or whether you are in [the] suburbs in Bangi and so on, or you’re in Langkawai or in Penang, it's different,” Paul Cheah, Area General Manager at Berjaya Hotels BHD said.
“We don’t implement the same solution… but we need a smart enough operations manager or general manager at the property to understand the local culture- what can be done, what should be done, what should not be done, and what are the expectations of the owners and [the] market there,” he added.
Experience as a differentiator
Trends continue to shape consumer preferences, and for hotels, this extends beyond luxury or amenities to include dining. Today, dining has evolved into a key experiential touchpoint and a significant part of the overall guest journey.
“The dining experience is changing a lot … It's a fast moving trend. Immersive dining, non-immersive dining- it's all driven by social media because people see what's happening on social media and then they copy it or want to follow it,” Marvin Alballi, Vice President of F&B APAC at Hilton said.
“There's that element where guests can feel the experience, talk about the experience, that instagrammable moment, if you will. It will take creativity [...] but if you have immersive experience, and great food and great hospitality, you win and you win big,” he added.
Meanwhile, experience also extends to the people behind the property—its workforce. Speakers emphasized the critical role of talent retention, particularly as emerging technologies continue to transform recruitment and HR practices. While there is ongoing debate about AI replacing human roles, experts argued that technology should complement—not replace—the human touch that defines hospitality.
“What we need to understand is that the technology or AI is not there for you to reduce your manpower. But it's [there] to make it more efficient. Make it more productive and make it possible for your hotel to scale up faster and better,” Tommy Lai, CEO of Alyvate Hospitality said.
“Don’t be afraid of technology. Don't be afraid of the system, make use of them to make you better and make your hotel better,” Lai added.
As highlighted throughout the summit, the path to stronger revenue lies in agility, relevance, and execution. Hotels that adapt to local needs, deliver memorable experiences, and empower their teams with the right tools are best positioned to lead in Malaysia’s competitive market.
Looking Ahead
Building on the momentum of this year’s forward-looking discussions, the Hotel Revenue Summit Malaysia #HRSM will return at the 6th Hospitality Malaysia Conference #HMC2026, scheduled on July 1, 2026, at the Connexion Conference & Event Centre in Kuala Lumpur.
As a key summit of the Hospitality Malaysia Conference, #HRSM will once again bring together commercial leaders and hospitality professionals to explore the evolving landscape of hotel revenue.