The fundamentals of hotel distribution

The fundamentals of hotel distribution

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

Instructors: Peter O'Connor

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4 modules

Gain insight into a topic and learn the fundamentals.

1,493 reviews

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

1,493 reviews

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

96%

Most learners liked this course

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Assessments

13 assignments¹

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Taught in English

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

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 4 modules in this course

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.

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.

What's included

9 videos2 readings3 assignments1 peer review

9 videosTotal 36 minutes

Mooc introduction3 minutes
Historical evolution4 minutes
The hotel business value chain4 minutes
Franchise and Management agreements4 minutes
Growth and the value of branded hotel chains4 minutes
Hotels as economic units6 minutes
Introduction to revenue management6 minutes
Trends and challenges3 minutes
Wrap-up and conclusion3 minutes

2 readingsTotal 20 minutes

Complementary readings10 minutes
Peer Review documents10 minutes

3 assignmentsTotal 90 minutes

Practice Lesson 130 minutes
Practice Lesson 230 minutes
Practice Lesson 330 minutes

1 peer reviewTotal 120 minutes

Why distribution and revenue management are important for hotel profitability120 minutes

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.

What's included

12 videos2 readings4 assignments1 peer review

12 videosTotal 66 minutes

Why hotel distribution?4 minutes
The origins of hotel distribution4 minutes
The web revolution7 minutes
Working with the OTAs6 minutes
OTA Business Model7 minutes
The brand.com site3 minutes
The forgotten majority: traditional channels4 minutes
The distribution cost puzzle3 minutes
The true cost of brand.com6 minutes
The price parity paradox5 minutes
Magnificent Meta-Search7 minutes
Disruption in the market place?8 minutes

2 readingsTotal 20 minutes

Complementary readings10 minutes
Peer Review Documents10 minutes

4 assignmentsTotal 120 minutes

Practice Lesson 130 minutes
Practice Lesson 230 minutes
Practice Lesson 330 minutes
Practice Lesson 430 minutes

1 peer reviewTotal 60 minutes

Assessing whether a hotel should work with a 'new' OTA60 minutes

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.

What's included

16 videos1 reading4 assignments1 peer review

16 videosTotal 66 minutes

Introduction8 minutes
Deciding what you want2 minutes
Registering your domain name4 minutes
Content6 minutes
What is good hotel content?4 minutes
Creating your web pages5 minutes
Selecting a good hosting solution6 minutes
Introduction to online marketing2 minutes
Organic search engine marketing5 minutes
Paid search engine marketing4 minutes
Email Marketing4 minutes
Display Advertising4 minutes
Affiliate marketing2 minutes
Social Media Marketing1 minute
Using Analytics for customer insight5 minutes
Wrap-up and conclusion3 minutes

1 readingTotal 10 minutes

Complementary Readings10 minutes

4 assignmentsTotal 120 minutes

Practice Lesson 130 minutes
Practice Lesson 230 minutes
Practice Lesson 330 minutes
Practice lesson 430 minutes

1 peer reviewTotal 120 minutes

Which electronic marketing technique should I use to generate additional traffic in the short run? 120 minutes

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.

What's included

16 videos2 readings2 assignments1 peer review

16 videosTotal 89 minutes

Working With Online Travel Agents9 minutes
Why OTA's?2 minutes
Reach5 minutes
The Billboard Effect7 minutes
Pay-per-Performance2 minutes
Reactivity3 minutes
Market Information3 minutes
Introduction1 minute
Photos4 minutes
Content3 minutes
User Reviews6 minutes
Competitive Rates2 minutes
Manage Availability3 minutes
How should a hotel work with Expedia?26 minutes
How should a hotel work with Booking.com?11 minutes
Conclusion4 minutes

2 readingsTotal 20 minutes

Complementary readings10 minutes
Peer Review Documents10 minutes

2 assignmentsTotal 60 minutes

Practice Lesson 130 minutes
Practice lesson 230 minutes

1 peer reviewTotal 120 minutes

Assessing a hotel's presence on Booking.com120 minutes

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Instructors

Instructor ratings

(321 ratings)

Peter O'Connor

ESSEC Business School

4 Courses74,694 learners

Offered by

ESSEC Business School

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Reviewed on Feb 24, 2019

Excellent course that can help any beginner hotelier to get familiar to the available hotel distribution options and then understand how to maximize returns through it.

Reviewed on Jan 20, 2021

A great course that helps understand the hotel distribution strategy & plan of action for selling rooms profitably through a variety of channels

Reviewed on Jun 8, 2017

Learning from basic. The material is enough for fundamental level. The exam question was a bit difficult because there was no similar examples in the course.

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