Driving Hotel Revenues
About the program
Driving Hotel Revenues will develop a comprehensive knowledge base related to three key areas of hospitality marketing and sales: Distribution, Revenue Management, E-Marketing and Social Media.
Schedule
| Week 1 to 5 | Distribution strategy: - Introduction to distribution - Introduction to hotel distribution - Distribution channel management - Distribution channel: direct booking - Distribution channel: direct sale - Channel performance fundamentals - Channel performance fundamentals - Distribution channel challenges - Hotel distribution: challenges and solutions - Final assessment |
|---|---|
| Week 6 to 10 | Revenue Management - What is Revenue Management? - Pricing strategy - Forecasting - Overbooking - Inventory allocation and capacity control - Group request management - Revenue management implementation - Latest trends in revenue management - Final assessment |
| Week 11 to 15 | E-Marketing & Social Media: - Seeing the big picture of digital marketing - Building a strong brand with content marketing - Social media, user-generated content, and digital performance - Digital marketing challenges and what’s next - Final assessment |
Learning Outcomes
Distribution Strategy
- Describe the scope of distribution management and its challenges
- Illustrate consumer expectations and behavior across distribution channels
- Describe market segments across distribution channels
- Define how distribution channel value is evaluated and make decisions
- Identify key issues and challenges of distribution management
- Recognize the need to utilize data and insights for marketing strategies
Revenue Management
- Apply different methods to forecast future demand
- Identify new data sources and conduct a comprehensive data analysis
- Distinguish between revenue optimization and revenue generation
- Evaluate hotel performance using KPIs
- Discuss the key trends in revenue management for hospitality businesses
E-marketing & Social Media Strategies
- Apply market segmentation techniques
- Interpret digital marketing analytics to distinguish customers
- Develop strategies for customer relationship management
- Explain the key issues and challenges of digital marketing
- Integrate digital marketing with traditional marketing activities
Program Overview
-
Delivered Online
-
Length 15 weeks
-
Effort 8 - 10 hours/week
-
Language English
-
Level Advanced
-
Prerequisite Hospitality experience
-
Price CHF 5,940
(instead of CHF 6,600) -
Certificate EHL Advanced Certificate
Advanced Certificate Sample
185
Lecture Videos
43
Executive Interviews
23
Interactive Exercises
40
Reading & Case Studies
Meet your instructor
Dr. Cindy Heo
Assistant Professor
Revenue Management
Dr. Elisa Chan
Assistant Professor
Marketing
Dr. Hillary Murphy
Professor
Digital Marketing
Scott Dahl
Senior Lecturer
Revenue Management
Programs included in Driving Hotel Revenues
