The purpose of this study was to explore the possible impact of revenue management on brand equity, focusing on the hospitality industry. While both revenue management and brand equity have widely been discussed in existing literature as separate topics, only little research has been conducted regarding their relationship. The authors investigated the possible impact of revenue management on brand equity and analyse any relationship between these two topics, in order to suggest ideas on how to overcome any possible implications. The authors conducted a case study within an international luxury hotel chain whereas primary data was gathered through semi–structured interviews, directed at industry professionals in the fields of Revenue Management, Marketing and Reservations. The findings show that although revenue management has become a commonly accepted business practice in the hospitality industry, it has relatively little impact on customer satisfaction. However, discounting practices and inconsistent pricing across distribution channels can have a severe impact on brand image and therefore brand equity.