À propos de ce cours
4.6
380 notes
70 avis
With a fixed capacity, a highly disposable product and high fixed costs, hotels are a natural candidate for the application of revenue management. Originally developed by the airlines in the 1970s, these analytics-based techniques help predict consumer behavior at the hotel’s market level so that the hotel can sell each room each night at the optimum price. With modern-day rising acquisition costs and distribution complexities, revenue management techniques have increasingly been adopted by both small and large hotel companies, making a comprehensive understanding of segmentation, forecasting and pricing an essential requirement for today’s hospitality professionals. The purpose of this course is to provide a core understanding of the fundamentals of revenue management, which ties into the larger picture of revenue strategy. The course is structured to provide an insightful look into Revenue Management. Created in conjunction with Duetto, this course is hosted by a group of revenue management leaders in both theory and with hands-on experience at properties around the world. Upon completion of the course students should be empowered with industry best practices, which can be applied across the vast diversification the hotel industry to empower those to optimize profits. Duetto delivers powerful revenue strategy solutions to the world’s leading hotels and casinos, combining unparalleled expertise with world-class cloud-based technology. Acknowledgement: Bela Nagy, Agnes Roquefort , Jonathon Liu, Frederic Toitot, Pierrick La Masne, Markus Keller - ACCOR Simone Truscello - ACE HOTELS. Richard Valtr - MEWS SYSTEM. Jean-Luc Chrétien - FAST BOOKING. Jeannette Ho - FAIRMONT RAFFLES HOTELS & RESORTS. Chinmai Sharma - TAJ HOTEL & RESORTS. Cindy Estis Green - KALIBRI LABS. Jason Thielbar - RED LION. Christopher Cooper - ROCCO FORTE. Rom Hendler - SANDS. Rafi Rejerano - AB Hotels. Riko Van Santen - KEMPINKI HOTELS & RESORTS. Vinod Sukhija - BANYAN TREE HOTELS & RESORTS. Olivier Flement - WALT DISNEY COMPANY. Cidalia Pinto Coehlo - LOUVRE HOTELS. Trevor Stuart-Hill - REVENUE MATTERS. Vincent Cusma, Marco Benvenuti, Eric Stoessel, Gayle Ehrean, Nevin Reed - DUETTO. Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (IMAGE-IN), Gregory Halidy (TRIPLAY)...
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Clock

Approx. 9 hours to complete

Recommandé : 4 hours/week...
Comment Dots

English

Sous-titres : English...

Compétences que vous acquerrez

PricingRevenue ManagementForecastingSegmentation Analysis
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Approx. 9 hours to complete

Recommandé : 4 hours/week...
Comment Dots

English

Sous-titres : English...

Programme du cours : ce que vous apprendrez dans ce cours

Week
1
Clock
2 heures pour terminer

Getting Started with Revenue Management

Welcome! In this first module, you will understand what revenue management is, why it’s important, simple steps to get started, how revenue management can increase profit through booking curve management and how effective yielding can improve a hotel’s profits. Moving forward, we’ll share best practices and better prepare you for today’s complex digital age....
Reading
11 vidéos (Total 52 min), 4 lectures, 3 quiz
Video11 vidéos
Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy3 min
EDC and the importance of Revenue Management2 min
History of Revenue Management4 min
Shift in consumer behavior6 min
Overview of Revenue Management3 min
Introduction to Segmentation5 min
Introduction to Forecasting and Budgeting5 min
Introduction to Pricing6 min
How Revenue Management can increase Bottom line6 min
Effective Yielding5 min
Reading4 lectures
Complementary Readings10 min
Complementary Reading10 min
Complementary Readings10 min
Complementary Readings10 min
Quiz3 exercices pour s'entraîner
Practice Lesson 120 min
Practice Lesson 220 min
Practice Lesson 310 min
Week
2
Clock
2 heures pour terminer

Introduction to Segmentation

In this second module we will discuss segmentation 101, four things to consider while determining segmentation, as well as our best practices in regards to working with properties who need to go through a re-segmentation exercise, and presenting you with some key takeaways....
Reading
9 vidéos (Total 57 min), 2 lectures, 2 quiz
Video9 vidéos
What is Segmentation?6 min
Evolution in Segmentation17 min
Evolution in Segmentation26 min
Types of Segmentation6 min
Strategic Segmentation11 min
Considerations of Determining Segmentation8 min
Re-segmentation Process5 min
Industry Best Practices2 min
Reading2 lectures
Complementary Reading10 min
Complementary Readings10 min
Quiz2 exercices pour s'entraîner
Practice Lesson 116 min
Practice lesson 220 min
Week
3
Clock
2 heures pour terminer

Introduction to Forecasting & Budgeting

In this third module, you will have an overview of forecasting and its basic terminology, explore forecasting goals, trends and tools, and understand how to link forecasting and budgeting together....
Reading
11 vidéos (Total 55 min), 3 lectures, 3 quiz
Video11 vidéos
Basic terminology8 min
What is Forecasting?3 min
Why Forecast?4 min
Start with Reservation and Market Data5 min
Competitor Pricing & Online Review Data5 min
Air Traffic and Weather Data4 min
Revenue System vs Excel4 min
Evaluating Forecast accuracy5 min
Budgeting3 min
Best Practices3 min
Reading3 lectures
Complementary Readings and Videos10 min
Complementary Readings and Videos10 min
Complementary Readings and Videos10 min
Quiz3 exercices pour s'entraîner
Practice lesson 118 min
Practice lesson 216 min
Practice lesson 316 min
Week
4
Clock
3 heures pour terminer

Introduction to Pricing

This last module should help tie together concepts from the previous three modules to give you a practical understanding of the fundamentals of revenue management. You will understand why pricing is important, the difference between common pricing strategies, and what are the 7 most common pricing mistakes. After that we will revisit the topic of Big Data, automated systems, and system connectivity as it and discuss best practices for pricing. ...
Reading
7 vidéos (Total 54 min), 3 lectures, 3 quiz
Video7 vidéos
Hotel Pricing Strategies9 min
How to increase Rates6 min
Seven most common Pricing mistakes5 min
BAR vs Open Pricing11 min
Revenue Strategy: key to optimizing profit9 min
Conclusion2 min
Reading3 lectures
Complementary Readings and Videos10 min
Complementary Readings and Videos10 min
If you want to go further...10 min
Quiz3 exercices pour s'entraîner
Practice lesson 122 min
Practice lesson 216 min
Final Exam30 min
4.6
Briefcase

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Money

25%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par YZAug 1st 2017

very useful and rich with it content , the complimentary reading is awesome and indeed needed\n\nthe final exam is a bit hard , i do recommend it for people who are seeking knowledge in RM

par ELNov 26th 2017

I value specifically the repetition of concepts across videos and readings - it meant it really solidified the learning and knowledge so that I now can confidently apply it.

Enseignants

Peter O'Connor

Professor of information systems, Director of the MBA in Hospitality Management
Information systems

Augustin Cacot

Director of Customer Success, EMEA
DUETTO

Nathaniel Green

Senior Global Solutions Engineer
DUETTO

À propos de ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

À propos de la Spécialisation Hotel Management: Distribution, Revenue and Demand Management

Market hospitality services, manage demand, and optimize revenue. This Specialization covers the basics of hotel demand management, distribution, and revenue management. You’ll learn how e-commerce intermediaries such as online travel agencies are impacting the already-complex hospitality sector, and you’ll explore tools and techniques that will help you effectively market hospitality services and maximize business revenue in this new global industry landscape. In the final Capstone Project, you’ll evaluate the importance of hotel branding in business success through a hands-on, real-world case study. During the sessions, you will hear from senior hotel industry executives commenting on distribution, revenue and demand management issues. We will also interview two leading Online Travel Agents on how to maximise online business for your property, and have partnered with Duetto and SnapShot, two leading hospitality industry companies, to gain access to cutting edge knowledge, thus insuring that the competencies that you gain will make you operational immediately as well as bang up to date on industry trends....
Hotel Management: Distribution, Revenue and Demand Management

Foire Aux Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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