The Australian Revenue Management Association (ARMA) is a professional membership organisation that focuses on upskilling hospitality and tourism professionals in revenue and yield management, advocating for and advancing the profession. The purpose of ARMA is to provide education, resources, and networking opportunities to help industry professionals develop the skills and knowledge needed to maximise revenue and profit potential. By promoting best practices and providing ongoing training and support, ARMA is helping to raise the standard of the profession and revenue management skill across the industry, aiding growth for the sector. Through its core focus on upskilling, ARMA is empowering industry professionals to make data-driven decisions that drive growth and success in an increasingly competitive marketplace. ARMA Chief Executive Melissa Kalan has a life philosophy centered on the principle of "always learning", and with this, she empowers member organisations to lead a revenue management culture from the top down that influences both profits and staff retention, and which is a critical part of their broader commercial capabilities that drives asset and customer value. ARMA makes the specialised but critical commercial discipline of revenue and yield management achievable for all by providing quality and accessible education pathways for employees and employers, and education support tools for academia. Core to the association is the ARMA Professional Membership Framework which facilitates the professional growth and development of both emerging and experienced industry professionals, enabling them to make well-informed decisions about their career trajectories. This program is designed to assist individuals in identifying the competencies they need to acquire as they advance through various stages of their career. ARMA collaborates with industry leaders, academic institutions, and employees to elevate the standards of the profession.