The biggest challenge facing the hospitality industry over the next 5 years is the lack of integration between the key commercial disciplines of sales, revenue, distribution and finance and the negative impact this will continue to have on delivering asset value and maximum profitability.
This course is part of the Hotel Management: Distribution, Revenue and Demand Management Specialization
Offered By
Hotel Management: Distribution, Revenue and Demand Management SpecializationESSEC Business SchoolAbout this Course
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Learner Career Outcomes
33%
started a new career after completing these courses
33%
got a tangible career benefit from this course
14%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 14 hours to complete
English
Subtitles: English
Skills you will gain
Revenue ManagementForecastingDemand ManagementAsset Management
Learner Career Outcomes
33%
started a new career after completing these courses
33%
got a tangible career benefit from this course
14%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 14 hours to complete
English
Subtitles: English
Offered by
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.
Syllabus - What you will learn from this course
3 hours to complete
Asset Management
After a short introduction and definition of asset management, this module will explore the relationship between what we call the "Asset management triangle" actors. We will then walk through the different milestones of a hotel project, from start to finish, from initial plan to exit.
3 hours to complete
13 videos (Total 64 min), 2 readings, 4 quizzes
13 videos
Introduction7m
Introduction2m
The Asset Management Triangle4m
Development and Planning5m
Types of Management8m
Construction and (Pre)opening4m
Operation and Asset Management3m
Asset Cycle5m
Valuation6m
Exit Strategy3m
Conclusion3m
Q&A3m
2 readings
Mooc Glossary10m
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Module 1 Assessment30m
4 hours to complete
Demand Generation
In this module, you will understand what demand generation means, and explore the key factors that ensure that you can achieve your goals in terms of the hotel's positioning in the market place, the profitability of the operation and its long term valuation.
4 hours to complete
11 videos (Total 74 min), 1 reading, 5 quizzes
11 videos
Product Offering6m
Price Value Theory9m
Segmentation10m
Creating a Pricing Strategy7m
Pricing by Segment7m
Business Mix7m
Technology and Distribution7m
Cost of Distribution and Acquisition6m
Conclusion2m
Q&A4m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Quiz Lesson 230m
Practice Lesson 330m
Module 2. Assessment30m
3 hours to complete
Online Marketing
Marketing is about making something known, desired and bought by the right public. While this hasn't changed, the means to achieve it has changed exponentially over the last two decades. As the customer searches for and finds your hotel, you will have to deal with the costs of distribution and how to sell through the most profitable channels to keep a healthy bottom line, while ensuring adequate visibility and top line.
3 hours to complete
11 videos (Total 58 min), 1 reading, 4 quizzes
11 videos
The customer journey6m
Make the hotel stand out5m
Capture the visitors on your website6m
Emotion3m
Navigation and Reviews7m
Third party and intermediary optimization: OTAs9m
Third party and intermediary optimization: other channels of distribution3m
The Net Contribution Approach6m
Advertising Attribution Model3m
Q&A3m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Module 3. Assessment30m
3 hours to complete
Revenue Management
In this module, we will look at what problems Revenue Management was invented to help hotels and other similar business overcome. Then we will go through each of the critical six steps of the Revenue Management Cycle answering such questions along the way as: Where do I get the data I need from? What do I do with the data once I have it? How can I predict what is going to happen in the future? What kind of forecasting method can I use? What decisions do I need to make to get the most revenue and profit?
3 hours to complete
14 videos (Total 73 min), 1 reading, 2 quizzes
14 videos
Why is Revenue Management Important?8m
Revenue Management Bingo7m
Demand Optimization4m
Data Collection and Aggregation8m
Analysis I: Benchmarking8m
Analysis II: Booking Curves2m
Analysis: Forecasting7m
Decisions8m
Profit Decision Making4m
Conclusion1m
Q&A3m
Conclusion2m
Wrap-Up2m
1 reading
Complementary Readings10m
1 practice exercise
Module 4. Assessment30m
About the Hotel Management: Distribution, Revenue and Demand Management Specialization
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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