The paper explores the revenue management practices of small and medium-sized enterprises (SMEs), highlighting changes and the challenges presented by digitalization. Digitalisation has provided new information and possibilities for action. However, SME hoteliers do not use much of this data when making revenue management decisions because they lack the capability, imagination, and resources to judge, repurpose, and integrate customer and competitor behavioural information. The slow transformation of practice can be attributed to the lack of knowledge and attention hoteliers pay to newer technologies like algorithms and hoteliers' level of financial literacy, which sometimes means they are more comfortable with traditional pricing modes.