In the beginning many hotels simply gave the title of Revenue Manager to a reservations manager or supervisor. Some succeeded, some did not. As the discipline evolved, successful second generation revenue managers became very analytical, focusing intensely on the numbers and in some instances aloof to the impact of yield management decisions. However, third generation revenue management specialists have strategic vision, provide expert senior leadership to the process, impact all revenue streams and are deeply engaged in online marketing initiatives. Are your revenue managers first, second or third generation professionals?