Anthony LoPinto

With the leverage of real-time digital platforms and moment-to-moment connectivity to market moves and customer trends, the era of the Revenue Guru, or otherwise known as the Chief Revenue Officer, is emerging across every customer-facing industry. Pricing adjustments for goods and services have been around for a long time. Post-Christmas sales, end of season markdowns, and peak airline pricing for high travel times around holidays or discounts for low-travel periods has been around for a long time. However, now the pricing game is focused on minute-to-minute trends. Hotels and airlines are aggressively leading the trend dialing pricing up or down based on real-time demand and observable trends.

I recently reviewed pricing for a trip to Dallas and found a Coach “Comfort” (not really but that’s what they call it), for $780 round-trip. I closed out of Delta’s website to take care of something else and returned in about 15 minutes. A $780 fare was nowhere to be found, and the price was now $890!  Delta’s version of Watson is lurking in the background dialing pricing based on algorithms to predict demand, enabling pricing to the moment.

Want to continue reading?
Become a Free ALM Digital Reader.

Once you are an ALM digital member, you’ll receive:

  • Unlimited access to GlobeSt and other free ALM publications
  • Access to 15 years of GlobeSt archives
  • Your choice of GlobeSt digital newsletters and over 70 others from popular sister publications
  • 1 free article* every 30 days across the ALM subscription network
  • Exclusive discounts on ALM events and publications

*May exclude premium content
Already have an account?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Anthony J. LoPinto

Tony LoPinto is the Global Sector Leader of Korn Ferry’s Real Estate Practice and founder of SelectLeaders. For the past 18 years LoPinto has been serving his clients with deep knowledge and perspective on talent needs and organizational challenges to public and private companies – knowledge gained from a 25-year career in real estate. Prior to his current position, he founded and served as chief executive officer of a boutique real estate executive search firm, where he oversaw offices in New York, Chicago, Washington, DC, San Francisco and Los Angeles. He has successfully led several high profile search engagements for chief executive officers, directors and a wide-range of executive level positions across all industries and sectors. He earned a Bachelor of Arts degree in European history from Loyola University in Chicago.

More from this author


Join GlobeSt

Don't miss crucial news and insights you need to make informed commercial real estate decisions. Join now!

  • Free unlimited access to's trusted and independent team of experts who provide commercial real estate owners, investors, developers, brokers and finance professionals with comprehensive coverage, analysis and best practices necessary to innovate and build business.
  • Exclusive discounts on ALM and GlobeSt events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join GlobeSt

Copyright © 2024 ALM Global, LLC. All Rights Reserved.