Revenue by Design provides business transforming revenue management and distribution solutions to the hospitality industry focussed on driving top and bottom line profitability.

As a company we have extensive experience of driving revenue management strategies in hotels and accommodation providers. There are few revenue management and distribution challenges that we don’t have experience of.

We use this experience to power your business through cost effective outsourced revenue management services, delivering best in class training programmes and providing clarity and direction to your revenue and distribution challenges.

Why Revenue by Design

  • Recognised leaders in the provision of revenue management services since 2006
  • Objective, practical, bespoke solutions designed to optimise your profitability.
  • Flexible, affordable support to suit your hospitality business and budget.
  • Guaranteed delivery of the most up to date strategies and technologies, to ensure clients benefit from leading edge developments in the dynamic world of revenue management and distribution.

Meet The Team

Ally Northfield


Ally has spent much of her career travelling the world, creating and developing marketing, distribution and revenue management strategies focused on driving profit for independent hotels, hotel groups and the tourism industry. She offers her skills to industry associations and has held board positions with HEDNA, and currently serves on the Revenue Management Committee for HOSPA, and on the advisory council for HFTP Europe. She is regularly asked to contribute to industry thought leadership discussions and is a published author writing articles for Hotel Executive, Hotels Magazine and White Papers for HEDNA and ETOA.

To achieve balance, Ally is a practicing yogi and yoga teacher, and loves walking with her dog. In a theme common to many of the Revenue by Design team, she has been known to throw herself out of aeroplanes.

Kate Ciblik

Director of Revenue

Kate brings a huge amount of hotel experience to the team, having worked in many departments including reservations, groups, and conference and events. However, revenue management is where her heart is. She excels in designing strategies based on detailed scientific trend and market analysis and is adept at managing these to navigate the often unpredictable nature of the travel industry. This is what she loves. Combining the blend of scientific analysis, with the unexpected.

She loves yoga, all types of dancing, team sports and indulges in a bit of escapism by catching up on the latest fantasy page turner. She also admits to being a bit of a ‘geeky sci-fi fan’ and can be found spending her Sundays watching the latest series of ‘Game of Thrones’.

Michelle Casey

Director of Sales and Marketing

As the only member of the team without a revenue management background, Michelle likes to think of herself as the 'Special One'. She has spent most of the last 20 years working with hotels in various ecommerce, and sales and marketing roles - for British Airways, and Easyjet, among others. She loves, and is fascinated by, all things hotel related and is excited by the prospect that we are about to embark on one of the most dynamic periods in the industry.

She's a bit of a music fan, and makes efforts to go to see music live when she can – unfortunately her music tastes have not evolved since her university days. When she isn’t embarrassing herself by dancing like she is still 18, she drinks lots of coffee and listens to a lot of Radio 6. She is also a qualified coach.

Enquire now about our services

Revenue by Design specialises in training, outsourced revenue management services and ad hoc problem solving designed to optimise your revenue and distribution strategy.