À propos de ce cours
4.7
484 notes
104 avis
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 20 heures pour terminer

Recommandé : 4 weeks, 2-4 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Compétences que vous acquerrez

Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 20 heures pour terminer

Recommandé : 4 weeks, 2-4 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
3 heures pour terminer

Setting the scene

The hotel business has evolved from its early days to today. Through this evolution, it has become increasingly specialized. This module introduces the business models, strategies for growth, levels of competition and biggest changes and challenges hotels have to face today....
Reading
9 vidéos (Total 36 min), 2 lectures, 4 quiz
Video9 vidéos
Historical evolution3 min
The hotel business value chain4 min
Franchise and Management agreements4 min
Growth and the value of branded hotel chains4 min
Hotels as economic units6 min
Introduction to revenue management5 min
Trends and challenges2 min
Wrap-up and conclusion2 min
Reading2 lectures
Complementary readings10 min
Peer Review documents10 min
Quiz3 exercices pour s'entraîner
Practice Lesson 16 min
Practice Lesson 26 min
Practice Lesson 38 min
Semaine
2
Heures pour terminer
4 heures pour terminer

A deep dive into hotel distribution

After a rapid introduction of key pieces of terminology and technology, this module will examine in details the components of online distribution today, and focus on how to make the most of an increasingly complex distribution system....
Reading
12 vidéos (Total 66 min), 2 lectures, 5 quiz
Video12 vidéos
The origins of hotel distribution4 min
The web revolution6 min
Working with the OTAs5 min
OTA Business Model7 min
The brand.com site3 min
The forgotten majority: traditional channels3 min
The distribution cost puzzle3 min
The true cost of brand.com6 min
The price parity paradox5 min
Magnificent Meta-Search7 min
Disruption in the market place?8 min
Reading2 lectures
Complementary readings10 min
Peer Review Documents10 min
Quiz4 exercices pour s'entraîner
Practice Lesson 16 min
Practice Lesson 26 min
Practice Lesson 36 min
Practice Lesson 44 min
Semaine
3
Heures pour terminer
4 heures pour terminer

Direct distribution: the key to hotel success

Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques....
Reading
16 vidéos (Total 66 min), 1 lecture, 5 quiz
Video16 vidéos
Deciding what you want2 min
Registering your domain name3 min
Content5 min
What is good hotel content?4 min
Creating your web pages5 min
Selecting a good hosting solution5 min
Introduction to online marketing2 min
Organic search engine marketing4 min
Paid search engine marketing3 min
Email Marketing4 min
Display Advertising4 min
Affiliate marketing2 min
Social Media Marketing1 min
Using Analytics for customer insight5 min
Wrap-up and conclusion3 min
Reading1 lecture
Complementary Readings10 min
Quiz4 exercices pour s'entraîner
Practice Lesson 14 min
Practice Lesson 26 min
Practice Lesson 34 min
Practice lesson 48 min
Semaine
4
Heures pour terminer
4 heures pour terminer

How to manage your OTA

In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential. ...
Reading
16 vidéos (Total 89 min), 2 lectures, 3 quiz
Video16 vidéos
Why OTA's?2 min
Reach5 min
The Billboard Effect7 min
Pay-per-Performance1 min
Reactivity2 min
Market Information2 min
Introduction1 min
Photos3 min
Content2 min
User Reviews5 min
Competitive Rates2 min
Manage Availability2 min
How should a hotel work with Expedia?25 min
How should a hotel work with Booking.com?11 min
Conclusion3 min
Reading2 lectures
Complementary readings10 min
Peer Review Documents10 min
Quiz2 exercices pour s'entraîner
Practice Lesson 18 min
Practice lesson 28 min
4.7
104 avisChevron Right

Meilleurs avis

par IMSep 7th 2016

I like it and I did never imagined the abundance of its content based on today's market.\n\nReally the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera

par LDJan 7th 2018

Very well done, these teachers and other important figures involved in the course are sharing extensive knowledges and they are teaching very clearly making the topic easy to comprehend, BRAVO!!!

Enseignants

Avatar

Peter O'Connor

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

Nicolas Graf

Professeur
Management

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

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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