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The fundamentals of hotel distribution

Peter O'Connor and Nicolas Graf

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.

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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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What's inside

Syllabus

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.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Examines a highly relevant area in the hospitality sector: hotel distribution
Well-reputed instructors with extensive expertise in hospitality and distribution
Provides a comprehensive foundation for understanding the complexities and industry best practices in hotel distribution
Covers key aspects of hotel distribution, including online travel agents (OTAs), direct distribution, and web development
May require prior knowledge or experience in the hospitality industry to fully benefit from the course content
Taught by esteemed instructors in the field, ensuring high-quality content and industry insights

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Reviews summary

Fundamentals of hotel distribution overview

According to learners, this course provides a solid foundation in the complex world of hotel distribution. Students report gaining a good understanding of the basic terminology and concepts. The modules cover key areas like managing online travel agents (OTAs) and focusing on direct distribution through effective hotel websites. However, some learners note that the course focuses on fundamentals and may be too introductory for those with prior experience. The nature of the subject matter itself is complex, which the course navigates to introduce current industry practices.
Highlights importance of own website.
"I learned about building an effective hotel website for direct bookings."
"Understanding the importance of direct distribution was key."
"Helpful overview of strategies for web development and direct channels for hotels."
Learn how to work effectively with OTAs.
"The section on managing online travel agents was very helpful."
"It gave me practical tips on maximizing OTA potential."
"Insights provided into working with key distribution partners like OTAs."
Provides essential distribution basics.
"I got a good overview of hotel distribution from this course."
"It covers the basic terminology and concepts needed to start."
"This course is a good starting point if you're new to the field."
Best suited for beginners.
"This course is best suited for individuals who are beginners in hotel distribution."
"Experienced users might find the content too introductory."
"Focuses on the basics rather than advanced strategies."

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 The fundamentals of hotel distribution with these activities:
Review Introduction to the Hospitality Industry
Review foundational principles in hospitality, from guest satisfaction to industry trends, to better prepare for this course.
View Restaurant Concepts, Management, and Operations... on Amazon
Show steps
  • Read chapters 1-3 and complete the corresponding exercises
  • Create a table summarizing the different segments in the hospitality industry
  • Write a short essay on the importance of customer service in hospitality
Review data analysis techniques
Strengthen data analysis skills in preparation for this course, which heavily relies on data analysis for decision-making.
Browse courses on Data Analysis
Show steps
  • Review basic statistical concepts (mean, median, standard deviation)
  • Practice using data analysis tools (e.g., Excel, SQL)
  • Analyze a sample hotel dataset
Brush up on web development concepts
Solidify your understanding of core web development concepts to enhance your comprehension of the course materials.
Browse courses on Web Development
Show steps
  • Review fundamental programming principles (variables, data types, control flow, functions).
  • Explore web development frameworks (e.g., React, Angular) and their key features.
  • Practice building simple web applications using HTML, CSS, and JavaScript.
Ten other activities
Expand to see all activities and additional details
Show all 13 activities
Form a study group with other students
Enhance understanding through peer discussion, knowledge sharing, and collaborative problem-solving.
Show steps
  • Identify potential study partners
  • Establish a regular meeting schedule
  • Create a study plan and assign responsibilities
  • Meet regularly to discuss course material, work through problems, and quiz each other
Attend a hotel industry conference
Engage with industry professionals, learn about current trends, and expand professional network.
Show steps
  • Research and identify relevant hotel industry conferences
  • Register for and attend the conference
  • Network with other attendees
  • Attend presentations and workshops
Conduct a mock negotiation with a hotel OTA
Use role-playing to rehearse real-life scenarios to improve your negotiation and communication skills in this essential area of hotel distribution.
Browse courses on Negotiation
Show steps
  • Find a partner to role-play with.
  • Research the different types of OTAs.
  • Develop a negotiation strategy.
  • Conduct the mock negotiation.
  • Debrief and discuss the results of the negotiation.
Analyze hotel distribution channels
Improve understanding of different hotel distribution channels and their impact on hotel revenue.
Show steps
  • Identify the different types of hotel distribution channels
  • Compare and contrast the advantages and disadvantages of each channel
  • Develop a strategy for optimizing distribution channels
Create a hotel website
Gain hands-on experience in creating a website for a hotel, improving understanding of key website design principles.
Show steps
  • Choose a website builder and template
  • Create content for the website
  • Design and develop the website
  • Test and publish the website
Develop a social media marketing campaign for a hotel
Apply knowledge of social media marketing to create a campaign that promotes a hotel and attracts guests.
Show steps
  • Identify target audience and define campaign goals
  • Choose appropriate social media platforms
  • Develop creative content and engaging visuals
  • Implement the campaign and track its performance
Participate in a hotel revenue management workshop
Enhance understanding of revenue management strategies and techniques used in the hotel industry.
Show steps
  • Research and identify reputable hotel revenue management workshops
  • Register for and attend the workshop
  • Actively participate in discussions and exercises
  • Apply learnings to a practical case study
Create a website for a hotel
Apply your knowledge of direct distribution and web development to build out a live website - practice turning theory into practice.
Browse courses on Web Development
Show steps
  • Plan the structure and design of your website.
  • Create the content for your website.
  • Build the website using HTML and CSS.
  • Test the website and make sure it works properly.
  • Deploy the website to a web server.
Develop a hotel marketing plan
Develop a comprehensive marketing plan to promote a hotel, putting into practice the concepts and strategies learned in this course.
Show steps
  • Conduct a SWOT analysis of the hotel
  • Identify target market and develop marketing objectives
  • Create a marketing budget and timeline
  • Develop and implement marketing strategies
  • Monitor and evaluate the success of the marketing plan
Write a guest blog post on the latest trends in hotel distribution
Sharpen your writing, content generation, and research skills in the field of hotel distribution to deepen your understanding of how distribution channels work.
Show steps
  • Research current trends in hotel distribution.
  • Develop an outline for your blog post.
  • Write your blog post.
  • Edit and proofread your blog post.
  • Publish your blog post.

Career center

Learners who complete The fundamentals of hotel distribution will develop knowledge and skills that may be useful to these careers:
Hotel Management
Moving into or advancing within hotel management is the ultimate goal for the learners of this course. Dive deep into business models of the modern age, learn about changes within the field, and read up on the evolution of the sector to stay ahead of the curve. This course is the perfect orientation to a career in management of hotels.
See salaries and explore the career path for Hotel Management
Hotel Sales
The bulk of this course deals with navigating sales in the modern hotel business. A career in hotel sales may be your objective as you take this course. You will want to master the communication and expert persuasion techniques this course teaches in order to succeed.
See salaries and explore the career path for Hotel Sales
Hotel Marketing
An understanding of marketing is useful to anyone in business today, but for those in hospitality, it is paramount. This course can help you transition into or improve your performance in hotel marketing. You will gain a wealth of knowledge about industry practices, which will give you a leg up on your peers in the field.
See salaries and explore the career path for Hotel Marketing
Hotel Revenue Management
A career in hotel revenue management may pique your interest. If so, this course may be the perfect introduction to the field. You will learn about techniques used by the best in the field to turn a profit in the competitive hotel industry.
See salaries and explore the career path for Hotel Revenue Management
eCommerce Manager
This course provides essential learnings for those interested in ecommerce management within the hospitality industry. You will learn the fundamentals of online distribution, and how to leverage OTAs to their maximum effect.
See salaries and explore the career path for eCommerce Manager
Web Developer
If you are a web developer who wants to shift into the hotel industry, this course provides context on how the hotel sector utilizes the internet today to generate revenue. This course will help you in your job duties, whether that is leading a team or working independently.
See salaries and explore the career path for Web Developer
Consultant
Aspiring consultants will find value within this course as it relates to all sectors of the hospitality industry. You will garner influence with potential clients when you can demonstrate your understanding of online distribution, direct traffic, and OTA management.
See salaries and explore the career path for Consultant
Business Analyst
This course may be a great addition to your resume if business analysis is the path you are seeking. Specifically, the section of this course dealing with online marketing will be most useful to your career endeavors.
See salaries and explore the career path for Business Analyst
Event Coordinator
For those looking to coordinate events within the hospitality field, this course on hotel distribution may be useful. Included in the course is a deep dive into managing OTAs, which is a valuable skill within the events sector.
See salaries and explore the career path for Event Coordinator
Hotel Inspector
Hotel inspectors who take this course will gain experience in hotel business models and growth strategies, setting them a step above the rest in their profession.
See salaries and explore the career path for Hotel Inspector
Project Manager
This course may be a helpful addition to your resume if project management is the career you seek. Understanding hotel distribution may make you a more well-rounded project manager in the hospitality sector.
See salaries and explore the career path for Project Manager
Data Analyst
If you are a data analyst entering the hospitality sector, you may find value in this course. Especially useful is the module on managing OTAs to drive traffic.
See salaries and explore the career path for Data Analyst
Financial Analyst
This course on the fundamentals of hotel distribution may help build a foundation for you as you enter the industry. Though it does not go in depth on the financial analysis of the industry, it will give you context on the decisions hotels make to maximize their revenue.
See salaries and explore the career path for Financial Analyst
Software Engineer
For those already working as software engineers who are looking to move into the hotel sector, this course may provide some useful context. However, those working as software engineers without a background in hospitality may find the course to be too basic.
See salaries and explore the career path for Software Engineer
Operations Manager
If operations management is your career goal, this course may be a good place to start. Although the course does not go in depth on the subject, it does briefly go over business models, growth strategies, and distribution channels used within the hotel sector.
See salaries and explore the career path for Operations Manager

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 The fundamentals of hotel distribution.
Cover image
The Motion Picture Guide
Save
Provides a comprehensive overview of the hotel distribution landscape, covering topics such as revenue management, channel management, and online travel agents. It is highly relevant to the course and would be a valuable supplement for students seeking a deeper understanding of the subject matter.
The Motion Picture Guide
Paperback
Check
The Motion Picture Guide
Kindle Edition
Check
Cover image
Services Marketing: People, Technology, Strategy...
Save
For those interested in the role of technology within the hotel industry, this book provides a comprehensive overview.
Services Marketing: People, Technology, Strategy:...
Paperback
$$
Services Marketing: People, Technology, Strategy...
Kindle Edition
$$
Cover image
Marketing for Tourism and Hospitality
Save
Covers the impact of digitalization on the travel industry, including the latest technology and trends in hotel distribution.
Marketing for Tourism and Hospitality:...
Paperback
$$$
Marketing for Tourism and Hospitality:...
Kindle Edition
$$$
Cover image
Hospitality Strategic Management
Save
Delves into the principles and practices of revenue management in the hotel industry. While it is not specifically focused on distribution, it provides essential knowledge for students who want to understand the broader context of hotel revenue optimization.
Hospitality Strategic Management
Paperback
Check
Hospitality Strategic Management
Kindle Edition
Check
Cover image
Managing Hospitality Organizations
Save
Learn about marketing strategies and techniques specifically developed for the hospitality industry.
Managing Hospitality Organizations: Achieving...
Paperback
$$$
Managing Hospitality Organizations: Achieving...
Paperback
$$$$
Managing Quality Service In Hospitality: How...
Hardcover
$$$
Managing Hospitality Organizations: Achieving...
Kindle Edition
$$$
Managing Hospitality Organizations: Achieving...
Kindle Edition
$$$
Cover image
Editing Your Newsletter
Save
While not specifically focused on the hotel industry, this book offers valuable insights into the principles and strategies of distribution management. It would be particularly useful for students interested in understanding the broader context of hotel distribution.
Editing Your Newsletter
Paperback
Check
Editing Your Newsletter
Kindle Edition
Check
Cover image
Managing Technology in the Hospitality Industry
Save
Providing background knowledge of the key concepts underlying the hospitality and tourism industry, this book will help you understand the broader context of hotel distribution.
Managing Technology in the Hospitality Industry
Paperback
Check
Managing Technology in the Hospitality Industry
Kindle Edition
Check
Cover image
Colorado
Save
Offers a practical guide to hotel management, covering topics such as leadership, financial management, and quality control. It would be valuable for students who aspire to leadership positions in the hotel industry.
Colorado
Paperback
Check
Colorado
Kindle Edition
Check

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Course image
Effort
4 weeks, 2-4 hours/week
Via
Coursera
Institution
ESSEC Business School
Instructors
Peter O'Connor
Nicolas Graf
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:
  1. Hôtel “De l'étoile” - a hotel in crisis?
  2. Demand management: Breaking down today’s commercial silos
  3. The fundamentals of hotel distribution (viewing)
  4. The Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Examines a highly relevant area in the hospitality sector: hotel distribution
Well-reputed instructors with extensive expertise in hospitality and distribution
Provides a comprehensive foundation for understanding the complexities and industry best practices in hotel distribution
Covers key aspects of hotel distribution, including online travel agents (OTAs), direct distribution, and web development
May require prior knowledge or experience in the hospitality industry to fully benefit from the course content
Taught by esteemed instructors in the field, ensuring high-quality content and industry insights
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