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David Turnbull,
Alex Slors,
Peter O'Connor,
Brendan May,
Lennert De Jong,
and
Martin Soler
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.
Read more
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.
Read more
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, spread over 4 key modules:
Asset Management
Demand Generation
Digital Marketing
Demand Optimisation
aims to break down these commercial silos and reveal the journey from long-term asset development through to short-term profit tactics and how commercial teams can align themselves throughout the organisation.
Created by SnapShot, this course is hosted by a group of experienced Industry guest lecturers in their fields of expertise and includes an ideal mix of accessible theory and practical exercises and simulations.
SnapShot is a Hotel Demand Management company that specializes in helping hotels aggregate and use their data. We provide useful tools as well as innovative education and coaching services to empower hotels to take informed decisions in managing their demand to increase profits.
Register for this course and see more details by visiting:
OpenCourser.com/course/1fdrcj/demand
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What's inside
Syllabus
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.
Read more
Syllabus
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.
Read more
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.
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.
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?
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops skills for revenue managers, helping learners increase hotel revenue and profit
Taught by industry guest lecturers in their fields of expertise
Covers hotel demand management and revenue optimization from start to finish
Ideal for those looking to improve their understanding of hotel revenue management and profit optimization
Requires some experience in the hospitality industry to get the most out of the course
Save this course
Save Demand management: Breaking down today’s commercial silos to your list so you can find it easily later:
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Reviews summary
Adequate learning experience
Learners say that Demand management: Breaking down today’s commercial silos offers good lessons; however, it could benefit from providing better explanations for answering review questions accurately.
Engaging and informative
"Great lessons"
Lack of explanations for incorrect answers
"only thing is questions in review should be explanation for being wrong or right"
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Demand management: Breaking down today’s commercial silos with these
activities:
Review Basic Financial Analysis Techniques
Show steps
Revisit basic financial analysis techniques to strengthen understanding of financial performance and decision-making.
Browse courses on
Financial Analysis
Show steps
-
Review key financial ratios and their interpretation.
-
Practice analyzing financial statements.
Hotel Industry Data Repository
Show steps
Compile relevant data, research, and resources on the hotel industry to enhance knowledge and support decision-making.
Show steps
-
Identify credible sources of industry data.
-
Gather and organize data on hotel market trends, performance metrics, and best practices.
-
Create a central repository for easy access and reference.
Hotel Revenue Management Software Tutorial
Show steps
Enhance understanding of revenue management concepts by following guided tutorials on using industry-leading software.
Show steps
-
Explore the key features and functionality of the software.
-
Practice using the software to perform revenue management tasks.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Hotel Asset Management Simulation
Show steps
Engage in simulation exercises to reinforce asset management knowledge and decision-making skills.
Show steps
-
Analyze the hotel market and competitive landscape.
-
Develop a financial model and investment plan.
-
Make investment and development decisions.
-
Monitor performance and make adjustments as needed.
Demand Generation and Distribution Strategies Discussion
Show steps
Engage in discussions to share and evaluate demand generation and distribution strategies in the hotel industry.
Show steps
-
Identify different demand generation and distribution channels.
-
Discuss their advantages and disadvantages.
-
Share case studies and best practices.
Digital Marketing Campaign Case Study
Show steps
Develop a comprehensive case study on a successful digital marketing campaign for a hotel.
Browse courses on
Online Marketing
Show steps
-
Identify successful digital marketing case studies in the hotel industry.
-
Analyze the campaign's objectives, target audience, and strategies.
-
Evaluate the campaign's performance and results.
-
Create a comprehensive case study report.
Revenue Management Forecasting Model
Show steps
Build a forecasting model to predict hotel demand and optimize revenue.
Browse courses on
Revenue Management
Show steps
-
Gather historical data on hotel demand and revenue.
-
Choose appropriate forecasting methods and build a model.
-
Validate the model and make adjustments as needed.
-
Use the model to forecast future demand and optimize pricing.
Review Basic Financial Analysis Techniques
Show steps
Revisit basic financial analysis techniques to strengthen understanding of financial performance and decision-making.
Browse courses on
Financial Analysis
Show steps
Show steps
Show steps
- Review key financial ratios and their interpretation.
- Practice analyzing financial statements.
Hotel Industry Data Repository
Show steps
Compile relevant data, research, and resources on the hotel industry to enhance knowledge and support decision-making.
Show steps
Show steps
Show steps
- Identify credible sources of industry data.
- Gather and organize data on hotel market trends, performance metrics, and best practices.
- Create a central repository for easy access and reference.
Hotel Revenue Management Software Tutorial
Show steps
Enhance understanding of revenue management concepts by following guided tutorials on using industry-leading software.
Show steps
Show steps
Show steps
- Explore the key features and functionality of the software.
- Practice using the software to perform revenue management tasks.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Hotel Asset Management Simulation
Show steps
Engage in simulation exercises to reinforce asset management knowledge and decision-making skills.
Show steps
Show steps
Show steps
- Analyze the hotel market and competitive landscape.
- Develop a financial model and investment plan.
- Make investment and development decisions.
- Monitor performance and make adjustments as needed.
Demand Generation and Distribution Strategies Discussion
Show steps
Engage in discussions to share and evaluate demand generation and distribution strategies in the hotel industry.
Show steps
Show steps
Show steps
- Identify different demand generation and distribution channels.
- Discuss their advantages and disadvantages.
- Share case studies and best practices.
Digital Marketing Campaign Case Study
Show steps
Develop a comprehensive case study on a successful digital marketing campaign for a hotel.
Browse courses on
Online Marketing
Show steps
Show steps
Show steps
- Identify successful digital marketing case studies in the hotel industry.
- Analyze the campaign's objectives, target audience, and strategies.
- Evaluate the campaign's performance and results.
- Create a comprehensive case study report.
Revenue Management Forecasting Model
Show steps
Build a forecasting model to predict hotel demand and optimize revenue.
Browse courses on
Revenue Management
Show steps
Show steps
Show steps
- Gather historical data on hotel demand and revenue.
- Choose appropriate forecasting methods and build a model.
- Validate the model and make adjustments as needed.
- Use the model to forecast future demand and optimize pricing.
Career center
Learners who complete Demand management: Breaking down today’s commercial silos will develop knowledge and skills
that may be useful to these careers:
Hotel Revenue Manager
Hotel Revenue Manager
As a Hotel Revenue Manager, you will be responsible for maximizing revenue for a hotel by forecasting demand, setting room rates, and managing inventory. This course can provide you with the skills and knowledge you need to succeed in this role.
Hotel General Manager
Hotel General Manager
As a Hotel General Manager, you will be responsible for the overall operation of a hotel, including overseeing all aspects of the hotel's business, such as asset management, demand generation, online marketing, and revenue management. This course can provide you with the knowledge and skills you need to succeed in this role.
Hospitality Management Consultant
Hospitality Management Consultant
As a Hospitality Management Consultant, you will help hotels and other hospitality businesses improve their operations and profitability. This course can help prepare you for this role by providing you with a comprehensive understanding of the hospitality industry, including asset management, demand generation, online marketing, and revenue management.
Director of Sales and Marketing
Director of Sales and Marketing
As a Director of Sales and Marketing for a hotel, you will be responsible for developing and implementing sales and marketing strategies to generate demand for the hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Asset Manager
Asset Manager
As an Asset Manager in the hospitality industry, you will be responsible for managing the financial and physical assets of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Financial Analyst
Financial Analyst
As a Financial Analyst in the hospitality industry, you will be responsible for analyzing the financial performance of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Digital Marketing Manager
Digital Marketing Manager
As a Digital Marketing Manager in the hospitality industry, you will be responsible for developing and executing digital marketing campaigns to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Business Development Manager
Business Development Manager
As a Business Development Manager in the hospitality industry, you will be responsible for developing and executing business development strategies to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Sales Manager
Sales Manager
As a Sales Manager in the hospitality industry, you will be responsible for developing and executing sales strategies to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Operations Manager
Operations Manager
As an Operations Manager in the hospitality industry, you will be responsible for the day-to-day operations of a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Consultant
Consultant
As a Consultant in the hospitality industry, you will be responsible for providing advice and guidance to hotels on a variety of topics, such as asset management, demand generation, online marketing, and revenue management. This course can provide you with the skills and knowledge you need to succeed in this role.
Marketing Manager
Marketing Manager
As a Marketing Manager in the hospitality industry, you will be responsible for developing and executing marketing campaigns to generate demand for a hotel. This course can provide you with the skills and knowledge you need to succeed in this role.
Investment Banker
Investment Banker
As an Investment Banker in the hospitality industry, you will be responsible for advising clients on mergers and acquisitions, capital raising, and other financial transactions. This course can provide you with the skills and knowledge you need to succeed in this role.
Project Manager
Project Manager
As a Project Manager in the hospitality industry, you will be responsible for planning and executing projects, such as hotel renovations or new hotel openings. This course can provide you with the skills and knowledge you need to succeed in this role.
Real Estate Developer
Real Estate Developer
As a Real Estate Developer in the hospitality industry, you will be responsible for developing and managing real estate projects, including hotels. This course can provide you with the skills and knowledge you need to succeed in this role.
For more career information including salaries, visit:
OpenCourser.com/course/1fdrcj/demand
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Demand management: Breaking down today’s commercial silos.
Delves into the strategic aspects of hospitality management, enabling students to develop a deep understanding of the industry's dynamics and competitive landscape. It explores concepts such as market segmentation, revenue management, and digital marketing.
Provides a practical guide to revenue management in the hospitality industry, covering strategies for optimizing room rates, managing inventory, and forecasting demand.
Save
Explores the principles of marketing and strategic planning for hospitality businesses. It provides insights into consumer behavior, market segmentation, and brand management.
Save
Offers a comprehensive overview of the tourism industry, encompassing various aspects such as tourism economics, marketing, planning, and sustainability.
Save
Offers a detailed overview of the hospitality industry, including its history, structure, and global trends. It provides insights into various aspects of hotel operations, food and beverage management, and event planning.
Explores the operational aspects of hospitality businesses, including front office operations, housekeeping, and food and beverage management.
Explores the concept of the experience economy and its implications for the hospitality industry. It emphasizes the importance of creating memorable and engaging experiences for customers.
Highlights the importance of service quality in the hospitality industry and provides practical strategies for improving customer satisfaction and loyalty.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/1fdrcj/demand
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Effort
4 weeks, 4 - 5 hours per week
Via
Coursera
Institution
ESSEC Business School
Instructors
David Turnbull
Alex Slors
Peter O'Connor
Brendan May
Lennert De Jong
Martin Soler
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
қазақша
tiếng Việt
This course belongs to a
collection
called
Hotel Management: Distribution, Revenue and Demand Management. It's comprised of four courses:
- Hôtel “De l'étoile” - a hotel in crisis?
- Demand management: Breaking down today’s commercial silos (viewing)
- The fundamentals of hotel distribution
- The Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy
Good to know
Develops skills for revenue managers, helping learners increase hotel revenue and profit
Taught by industry guest lecturers in their fields of expertise
Covers hotel demand management and revenue optimization from start to finish
Ideal for those looking to improve their understanding of hotel revenue management and profit optimization
Requires some experience in the hospitality industry to get the most out of the course
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