Today, room sales are driven by price and simplified categories, commoditizing rooms and making it easier for OTAs to compare offers. With current staffing, accommodating guest preferences is nearly impossible. But what if rooms could be priced based on features and sold as dynamic products tailored to traveler profiles across all sales channels? What new opportunities would emerge for direct sales and marketing? How would revenue and guest satisfaction improve if room features were transparently displayed, prioritized, and monetized based on relevance?