About this course: With a fixed capacity, a highly disposable product and high fixed costs, hotels are a natural candidate for the application of revenue management. Originally developed by the airlines in the 1970s, these analytics-based techniques help predict consumer behavior at the hotel’s market level so that the hotel can sell each room each night at the optimum price. With modern-day rising acquisition costs and distribution complexities, revenue management techniques have increasingly been adopted by both small and large hotel companies, making a comprehensive understanding of segmentation, forecasting and pricing an essential requirement for today’s hospitality professionals. The purpose of this course is to provide a core understanding of the fundamentals of revenue management, which ties into the larger picture of revenue strategy. The course is structured to provide an insightful look into Revenue Management. Created in conjunction with Duetto, this course is hosted by a group of revenue management leaders in both theory and with hands-on experience at properties around the world. Upon completion of the course students should be empowered with industry best practices, which can be applied across the vast diversification the hotel industry to empower those to optimize profits. Duetto delivers powerful revenue strategy solutions to the world’s leading hotels and casinos, combining unparalleled expertise with world-class cloud-based technology. Acknowledgement: Bela Nagy, Agnes Roquefort , Jonathon Liu, Frederic Toitot, Pierrick La Masne, Markus Keller - ACCOR Simone Truscello - ACE HOTELS. Richard Valtr - MEWS SYSTEM. Jean-Luc Chrétien - FAST BOOKING. Jeannette Ho - FAIRMONT RAFFLES HOTELS & RESORTS. Chinmai Sharma - TAJ HOTEL & RESORTS. Cindy Estis Green - KALIBRI LABS. Jason Thielbar - RED LION. Christopher Cooper - ROCCO FORTE. Rom Hendler - SANDS. Rafi Rejerano - AB Hotels. Riko Van Santen - KEMPINKI HOTELS & RESORTS. Vinod Sukhija - BANYAN TREE HOTELS & RESORTS. Olivier Flement - WALT DISNEY COMPANY. Cidalia Pinto Coehlo - LOUVRE HOTELS. Trevor Stuart-Hill - REVENUE MATTERS. Vincent Cusma, Marco Benvenuti, Eric Stoessel, Gayle Ehrean, Nevin Reed - DUETTO. Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (IMAGE-IN), Gregory Halidy (TRIPLAY)
Created by: ESSEC Business School
Taught by: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Taught by: Augustin Cacot, Director of Customer Success, EMEA
DUETTO
Taught by: Nathaniel Green, Senior Global Solutions Engineer
DUETTO
| Basic Info | Course 2 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Getting Started with Revenue Management
Welcome! In this first module, you will understand what revenue management is, why it’s important, simple steps to get started, how revenue management can increase profit through booking curve management and how effective yielding can improve a hotel’s profits. Moving forward, we’ll share best practices and better prepare you for today’s complex digital age.
11 videos, 4 readings, 3 practice quizzes
- Video: Welcome back!
- Video: Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy
- Video: EDC and the importance of Revenue Management
- Video: History of Revenue Management
- Video: Shift in consumer behavior
- Reading: Complementary Readings
- Practice Quiz: Practice Lesson 1
- Video: Overview of Revenue Management
- Video: Introduction to Segmentation
- Video: Introduction to Forecasting and Budgeting
- Video: Introduction to Pricing
- Reading: Complementary Reading
- Practice Quiz: Practice Lesson 2
- Video: How Revenue Management can increase Bottom line
- Video: Effective Yielding
- Reading: Complementary Readings
- Practice Quiz: Practice Lesson 3
- Reading: Complementary Readings
WEEK 2
Introduction to Segmentation
In this second module we will discuss segmentation 101, four things to consider while determining segmentation, as well as our best practices in regards to working with properties who need to go through a re-segmentation exercise, and presenting you with some key takeaways.
9 videos, 2 readings, 2 practice quizzes
- Video: Overview of Segmentation
- Video: What is Segmentation?
- Video: Evolution in Segmentation1
- Video: Evolution in Segmentation2
- Reading: Complementary Reading
- Practice Quiz: Practice Lesson 1
- Video: Types of Segmentation
- Video: Strategic Segmentation
- Video: Considerations of Determining Segmentation
- Video: Re-segmentation Process
- Video: Industry Best Practices
- Reading: Complementary Readings
- Practice Quiz: Practice lesson 2
WEEK 3
Introduction to Forecasting & Budgeting
In this third module, you will have an overview of forecasting and its basic terminology, explore forecasting goals, trends and tools, and understand how to link forecasting and budgeting together.
11 videos, 3 readings, 3 practice quizzes
- Video: Introduction to forecasting and budgeting
- Video: Basic terminology
- Video: What is Forecasting?
- Video: Why Forecast?
- Reading: Complementary Readings and Videos
- Practice Quiz: Practice lesson 1
- Video: Start with Reservation and Market Data
- Video: Competitor Pricing & Online Review Data
- Video: Air Traffic and Weather Data
- Reading: Complementary Readings and Videos
- Practice Quiz: Practice lesson 2
- Video: Revenue System vs Excel
- Video: Evaluating Forecast accuracy
- Video: Budgeting
- Video: Best Practices
- Reading: Complementary Readings and Videos
- Practice Quiz: Practice lesson 3
WEEK 4
Introduction to Pricing
This last module should help tie together concepts from the previous three modules to give you a practical understanding of the fundamentals of revenue management. You will understand why pricing is important, the difference between common pricing strategies, and what are the 7 most common pricing mistakes. After that we will revisit the topic of Big Data, automated systems, and system connectivity as it and discuss best practices for pricing.
7 videos, 3 readings, 2 practice quizzes
- Video: Overview and Basic Vocabulary
- Video: Hotel Pricing Strategies
- Video: How to increase Rates
- Reading: Complementary Readings and Videos
- Practice Quiz: Practice lesson 1
- Video: Seven most common Pricing mistakes
- Video: BAR vs Open Pricing
- Video: Revenue Strategy: key to optimizing profit
- Reading: Complementary Readings and Videos
- Practice Quiz: Practice lesson 2
- Video: Conclusion
- Reading: If you want to go further...
Graded: Final Exam
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Great Learning
I thing there are few errors in Final Exam.... :-)
Excellent course, very comprehensive
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
© 2017 Coursera Inc. All rights reserved.
JY
Good course, well explained. Would love to be able to play with some revenue management platform such as Duetto.
It would be great though if some of the link to resources on the Duetto website were updated. There's a lot of dead link there... Or a general update of the additional content. Professor Peter O'connor is still very active in the industry and recently took part in the Hotel Yearbook 2017 and it would have been nice to see it listed here.
But, to wrap it up, a great course