Research Paper (postgraduate) from the year 2010 in the subject Tourism - Hotel Industry / Catering, grade: A, University of Brighton (School of Service Management), course: Contemporary Issues in International Hospitality, language: English, abstract: The purpose of this paper is to initiate a discussion on the feasibility of customer-centric revenue management [CCRM] in the hotel industry. Therefore, the requirements of this practice will be analysed to define subsequently implementation strategies, which are based on a framework of customer loyalty and profitability. Further, these implementation strategies will be used to analyse the execution of CCRM in a casino resort hotel. The paper will conclude with a discussion on the feasibility of CCRM by summarizing implementation challenges and by assessing its potential effect on customers' perception of fairness in revenue management.