Who will drive hotel room rates for investors?

The hotel cycle is on the upswing, and hotel values are rising. Buyers are seeing upside in increasing travel demand, lending is more fluid and capital has been eager to see returns. So who will deliver for investors? 

Will the proficiencies in revenue management, mastery of distribution tools and business insights derived from “bigger data” analytics be the formula for achieving expected returns?

Will savvy salespeople who have built relationships with corporate travel managers and association executives to prospect and deliver on group business produce the base demand to drive hotel rates?

Have the past two cycles taught hotel owners the value of sales, marketing and revenue professionals to revenue achievement?

Please share your thoughts.