Svrha: Cilj je ovog rada istražiti sve rašireniju praksu upravljanja prihodima u hotelskoj industriji, s fokusom na etička pitanja koja se odnose na personalizirani pristup i pravednost cijena. U radu se predlažu relevantne strategije koje hotelski stručnjaci trebaju uzeti u obzir u trenutnom turbulentnom okruženju, u svojim nastojanjima da dođu do pravih kupaca i maksimiziraju svoje prihode. Metodologija: Pregled literature, koja se sastoji od relevantnih studija, novijih trendova u ugostiteljstvu i hotelskoj industriji, sažima mogućnosti pozicioniranja cijena te načela u praksi upravljanja hotelskim prihodom. Rezultati: Praksa upravljanja prihodom postala je jedan od osnovnih alata osiguravanja prihoda u ugostiteljstvu, a osobito je naglašena u trenutnim globalnim kriznim vremenima. Dinamično određivanje cijena, temeljeno na kriterijima cjenovne diskriminacije, poduprto algoritamskim sustavima, predstavlja vitalni hotelski alat za upravljanje prihodom koji evoluira u cijene krojene po mjerilu kupca ili personalizirane cijene. Kako bi uskladio svoje poslovne ciljeve s promjenjivom potražnjom, hotelski menadžment treba imati odgovorne strategije te implementirati vrijedne i pravedne standarde svojim klijentima. Ovaj pregledni rad predlaže sljedeće pouzdane strategije: pozicioniranje cijena u mikrosegmentu, pozicioniranje cijena s obzirom na segmentiranje gostiju, održivost u određivanju cijena, transparentnost cijena i komunikacije, utjecaj na sustave upravljanja prihodom i ljudsko odlučivanje, nepovredivost internih podataka i obrazovanje dionika. Vrijednost/zaključak: Ovo gledište pruža niz preporuka za okosnicu upravljanja hotelskim prihodom, uzimajući u obzir trenutne ekonomske i društvene dileme, kombinirajući profitabilnost, etiku i održivost. Purpose: The paper aims to inquire into the evolving practice of Revenue Management in hotel industry, highlighting ethical concerns related to personalized approach, and pricing fairness. The paper proposes relevant strategies to be considered by hotel experts in current turbulent environment, in their efforts to get the right customers and maximize revenues. Methodology: A literature review consisting of relevant studies, recent hospitality trends and industry reports, is used to summarize the progress and prospects of pricing and responsible principles in the hotel Revenue Management practice. Findings: The Revenue Management practice has become one of the core survival kits in the hospitality industry for securing revenues, notably spotlighted at current global crisis times. Dynamic pricing, built on price discrimination criteria, empowered by algorithmic systems, presents a vital hotel RM tool that steadily evolves into custom-made or personalized pricing. In order to reconcile its business goals with volatile and concerned demand, the hotel management is to bring together responsible strategies and pursue valuable and fair standards to its customers. This review proposes the following accountable strategies: micro-segment pricing, rate fences as per guest choice, sustainability in pricing, price transparency and communication, leveraging RM systems and human decision-making, internal data integrity, and stakeholders’ education. Value/Conclusion: This viewpoint provides a set of recommendations for the hotel Revenue Management framework, taking into account current economic and social dilemmas, by combining opportunities related to profitability, ethics and sustainability.