The document discusses changes in the hotel industry from 1999 to 2015. It notes that hotel organizational structures have largely consolidated similar roles and that the job of revenue managers has expanded significantly to incorporate digital marketing, external data sources, and analytics. It also highlights increasing data usage and the growing importance of interfaces and integration between technology providers and hotels. Major trends driving these changes are discussed like the consumerization of IT, demand for data and analytics, and the rise of new industry players.