This course is part of the Hotel Management: Distribution, Revenue and Demand Management Specialization

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Hotel Management: Distribution, Revenue and Demand Management SpecializationESSEC Business School

About this Course

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In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it?  How can you maximise the potential of online travel agents (OTAs)?  With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain.
Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

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Course 1 of 4 in the

Hotel Management: Distribution, Revenue and Demand Management Specialization

Approx. 15 hours to complete

English

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Skills you will gain

Hospitality Management
Revenue Management
Hospitality Management Studies
Hotel Management

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Hotel Management: Distribution, Revenue and Demand Management Specialization

Approx. 15 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Instructor rating

4.75/5 (247 Ratings)

Peter O'Connor

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

Information systems

50,947 Learners

4 Courses

Nicolas Graf

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.

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Syllabus - What you will learn from this course

Content Rating96%(7,217 ratings)

Week1

Week 1

3 hours to complete

Setting the scene

3 hours to complete

9 videos (Total 36 min), 2 readings, 4 quizzes

9 videos

Mooc introduction2mHistorical evolution3mThe hotel business value chain4mFranchise and Management agreements4mGrowth and the value of branded hotel chains4mHotels as economic units6mIntroduction to revenue management5mTrends and challenges2mWrap-up and conclusion2m

2 readings

Complementary readings10mPeer Review documents10m

3 practice exercises

Practice Lesson 130mPractice Lesson 230mPractice Lesson 330m

Week2

Week 2

4 hours to complete

A deep dive into hotel distribution

4 hours to complete

12 videos (Total 66 min), 2 readings, 5 quizzes

12 videos

Why hotel distribution?4mThe origins of hotel distribution4mThe web revolution6mWorking with the OTAs5mOTA Business Model7mThe brand.com site3mThe forgotten majority: traditional channels3mThe distribution cost puzzle3mThe true cost of brand.com6mThe price parity paradox5mMagnificent Meta-Search7mDisruption in the market place?8m

2 readings

Complementary readings10mPeer Review Documents10m

4 practice exercises

Practice Lesson 130mPractice Lesson 230mPractice Lesson 330mPractice Lesson 430m

Week3

Week 3

4 hours to complete

Direct distribution: the key to hotel success

4 hours to complete

16 videos (Total 66 min), 1 reading, 5 quizzes

16 videos

Introduction7mDeciding what you want2mRegistering your domain name3mContent5mWhat is good hotel content?4mCreating your web pages5mSelecting a good hosting solution5mIntroduction to online marketing2mOrganic search engine marketing4mPaid search engine marketing3mEmail Marketing4mDisplay Advertising4mAffiliate marketing2mSocial Media Marketing1mUsing Analytics for customer insight5mWrap-up and conclusion3m

1 reading

Complementary Readings10m

4 practice exercises

Practice Lesson 130mPractice Lesson 230mPractice Lesson 330mPractice lesson 430m

Week4

Week 4

4 hours to complete

How to manage your OTA

4 hours to complete

16 videos (Total 89 min), 2 readings, 3 quizzes

16 videos

Working With Online Travel Agents8mWhy OTA's?2mReach5mThe Billboard Effect7mPay-per-Performance1mReactivity2mMarket Information2mIntroduction1mPhotos3mContent2mUser Reviews5mCompetitive Rates2mManage Availability2mHow should a hotel work with Expedia?25mHow should a hotel work with Booking.com?11mConclusion3m

2 readings

Complementary readings10mPeer Review Documents10m

2 practice exercises

Practice Lesson 130mPractice lesson 230m

Reviews

4.7

303 reviews

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TOP REVIEWS FROM THE FUNDAMENTALS OF HOTEL DISTRIBUTION

by LDJan 6, 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!!!

by FMJan 24, 2022

Dear Essec, Greetings from Bali! Thank you for the knowledge of fundamentals of hotel distribution, im starting to gain my confidence to learn more about hospitality again. Thank you once again!

by CKSep 22, 2020

Very Insightful course to the understanding of hotel distribution systems, the channels that can be adopted by each property, and the pros and cons of each!

by MSMay 3, 2022

The course content is great, and the teacher is fantastic.

It needs some updating though. 7 years is a lot. The industry has changed a bit since.

View all reviews

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.

Hotel Management: Distribution, Revenue and Demand Management

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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The fundamentals of hotel distribution

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