关于此课程： 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)
制作方： ESSEC商学院
教学方： Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systems
教学方： Augustin Cacot, Director of Customer Success, EMEA
DUETTO
教学方： Nathaniel Green, Senior Global Solutions Engineer
DUETTO
| 基本信息 | 课程 2（共 4 门，酒店管理：分销、营收和需求管理 Specialization ） |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
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 视频, 4 阅读材料, 3 练习测试
- 视频: Welcome back!
- 视频: Fundamentals of Revenue Management: The Cornerstone of Revenue Strategy
- 视频: EDC and the importance of Revenue Management
- 视频: History of Revenue Management
- 视频: Shift in consumer behavior
- 읽기 자료: Complementary Readings
- 연습 문제: Practice Lesson 1
- 视频: Overview of Revenue Management
- 视频: Introduction to Segmentation
- 视频: Introduction to Forecasting and Budgeting
- 视频: Introduction to Pricing
- 읽기 자료: Complementary Reading
- 연습 문제: Practice Lesson 2
- 视频: How Revenue Management can increase Bottom line
- 视频: Effective Yielding
- 읽기 자료: Complementary Readings
- 연습 문제: Practice Lesson 3
- 읽기 자료: Complementary Readings
第 2 周
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 视频, 2 阅读材料, 2 练习测试
- 视频: Overview of Segmentation
- 视频: What is Segmentation?
- 视频: Evolution in Segmentation1
- 视频: Evolution in Segmentation2
- 읽기 자료: Complementary Reading
- 연습 문제: Practice Lesson 1
- 视频: Types of Segmentation
- 视频: Strategic Segmentation
- 视频: Considerations of Determining Segmentation
- 视频: Re-segmentation Process
- 视频: Industry Best Practices
- 읽기 자료: Complementary Readings
- 연습 문제: Practice lesson 2
第 3 周
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 视频, 3 阅读材料, 3 练习测试
- 视频: Introduction to forecasting and budgeting
- 视频: Basic terminology
- 视频: What is Forecasting?
- 视频: Why Forecast?
- 읽기 자료: Complementary Readings and Videos
- 연습 문제: Practice lesson 1
- 视频: Start with Reservation and Market Data
- 视频: Competitor Pricing & Online Review Data
- 视频: Air Traffic and Weather Data
- 읽기 자료: Complementary Readings and Videos
- 연습 문제: Practice lesson 2
- 视频: Revenue System vs Excel
- 视频: Evaluating Forecast accuracy
- 视频: Budgeting
- 视频: Best Practices
- 읽기 자료: Complementary Readings and Videos
- 연습 문제: Practice lesson 3
第 4 周
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 视频, 3 阅读材料, 2 练习测试
- 视频: Overview and Basic Vocabulary
- 视频: Hotel Pricing Strategies
- 视频: How to increase Rates
- 읽기 자료: Complementary Readings and Videos
- 연습 문제: Practice lesson 1
- 视频: Seven most common Pricing mistakes
- 视频: BAR vs Open Pricing
- 视频: Revenue Strategy: key to optimizing profit
- 읽기 자료: Complementary Readings and Videos
- 연습 문제: Practice lesson 2
- 视频: Conclusion
- 읽기 자료: If you want to go further...
已评分: Final Exam
常见问题解答
运作方式
수업 활동
각 강좌는 대화형 교과서 형식으로 이루어지며, 사전 녹화된 비디오, 테스트, 프로젝트를 포함합니다.
동료로부터의 도움
수천 명의 다른 동료 학습자와 함께 논의하고, 강좌 자료에 대하여 토론하고, 개념 습득을 위해 서로 도움을 받으십시오.
수료증
귀하의 성과를 공식적으로 인정받아 친구, 동료, 회사에 성과를 공유해 보세요.
制作方
ESSEC商学院
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.
价格
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评分和审阅
Thank you very much to all the teachers and founders of this great course. It is very preciuos knowledge for hoteliers.
Recomiendo el curso.
Only Thing I have to suggest is no explanation or showing right answer for exam result. Why?
TM
Being new to the Hospitality industry and revenue management, I learned a lot of new concepts. It is a very good course without lengthy assignments.