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.
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
10%
started a new career after completing these courses
21%
got a tangible career benefit from this course
10%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 16 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Skills you will gain
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
Learner Career Outcomes
10%
started a new career after completing these courses
21%
got a tangible career benefit from this course
10%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 16 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
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
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.
3 hours to complete
9 videos (Total 36 min), 2 readings, 4 quizzes
9 videos
Historical evolution3m
The hotel business value chain4m
Franchise and Management agreements4m
Growth and the value of branded hotel chains4m
Hotels as economic units6m
Introduction to revenue management5m
Trends and challenges2m
Wrap-up and conclusion2m
2 readings
Complementary readings10m
Peer Review documents10m
3 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
4 hours to complete
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.
4 hours to complete
12 videos (Total 66 min), 2 readings, 5 quizzes
12 videos
The origins of hotel distribution4m
The web revolution6m
Working with the OTAs5m
OTA Business Model7m
The brand.com site3m
The forgotten majority: traditional channels3m
The distribution cost puzzle3m
The true cost of brand.com6m
The price parity paradox5m
Magnificent Meta-Search7m
Disruption in the market place?8m
2 readings
Complementary readings10m
Peer Review Documents10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Practice Lesson 430m
4 hours to complete
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.
4 hours to complete
16 videos (Total 66 min), 1 reading, 5 quizzes
16 videos
Deciding what you want2m
Registering your domain name3m
Content5m
What is good hotel content?4m
Creating your web pages5m
Selecting a good hosting solution5m
Introduction to online marketing2m
Organic search engine marketing4m
Paid search engine marketing3m
Email Marketing4m
Display Advertising4m
Affiliate marketing2m
Social Media Marketing1m
Using Analytics for customer insight5m
Wrap-up and conclusion3m
1 reading
Complementary Readings10m
4 practice exercises
Practice Lesson 130m
Practice Lesson 230m
Practice Lesson 330m
Practice lesson 430m
4 hours to complete
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.
4 hours to complete
16 videos (Total 89 min), 2 readings, 3 quizzes
16 videos
Why OTA's?2m
Reach5m
The Billboard Effect7m
Pay-per-Performance1m
Reactivity2m
Market Information2m
Introduction1m
Photos3m
Content2m
User Reviews5m
Competitive Rates2m
Manage Availability2m
How should a hotel work with Expedia?25m
How should a hotel work with Booking.com?11m
Conclusion3m
2 readings
Complementary readings10m
Peer Review Documents10m
2 practice exercises
Practice Lesson 130m
Practice lesson 230m
Reviews
TOP REVIEWS FROM THE FUNDAMENTALS OF HOTEL DISTRIBUTION
by IMSep 6, 2016
I like it and I did never imagined the abundance of its content based on today's market. Really the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera
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 OPFeb 6, 2016
Very detailed and easy to understand lectures, that discover complicated inside of hotel industry in a simple way. Great professors made my pleasant learning experience. Thank you so much!
by GLFeb 16, 2020
Me pareció muy bueno y completo. Ahora tengo una mejor idea de como aprovechar al máximo los canales de distribución para mi hotel y hacer lograr obtener el mejor rendimiento.
About the Hotel Management: Distribution, Revenue and Demand Management Specialization
Market hospitality services, manage demand, and optimize revenue.
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