•Revenue management strategies are fragmented in the hospitality industry.•Independent hotels are more vulnerable to crises.•The Covid-19 crisis might facilitate innovation processes in the hospitality industry.•The Covid-19 crisis motivates stakeholders to share data and collaborate.•A high quota of hotel’s disclosure prompts hoteliers to share their data. Within a context of a continuous and unpredictable crisis, operators need to adapt their strategies to maximize revenues. This article explores, through a mixed-method approach, how hoteliers re-arranged their supply management strategies during the crisis. Structured interviews show that the adoption of disruptive and dynamic strategies and the collaboration with different stakeholders are key factors for resilience. To investigate the collaboration trait, we conducted a field experiment with 134 hoteliers. Our results reveal that, with the presence of a significant quota of data disclosure, hoteliers will share their data as they feel a perceived benefit, which activates their contextual reciprocity. These findings support the implementation of successful collaboration strategies for revenue maximization.