In Brief: Jonathan Gough outlines six foundational pillars—revenue management, sales, marketing, distribution, customer experience, and analytics—as essential components for developing a cohesive and effective modern hotel commercial strategy. What are the six pillars of a modern hotel commercial strategy? Why most hotel commercial teams are still stuck in silosSales wants to hit occupancy targets, no matter the rate. What is a hotel commercial strategy? A commercial strategy is not "having a revenue strategy."