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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课程信息
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学生职业成果
14%
完成这些课程后已开始新的职业生涯
21%
通过此课程获得实实在在的工作福利
您将获得的技能
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
学生职业成果
14%
完成这些课程后已开始新的职业生涯
21%
通过此课程获得实实在在的工作福利
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第 1 门课程（共 4 门）
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完成时间大约为21 小时
建议：4 weeks, 2-4 hours/week
英语（English）
字幕：英语（English）
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
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.
完成时间为 3 小时
9 个视频 （总计 36 分钟）, 2 个阅读材料, 4 个测验
9 个视频
Historical evolution3分钟
The hotel business value chain4分钟
Franchise and Management agreements4分钟
Growth and the value of branded hotel chains4分钟
Hotels as economic units6分钟
Introduction to revenue management5分钟
Trends and challenges2分钟
Wrap-up and conclusion2分钟
2 个阅读材料
Complementary readings10分钟
Peer Review documents10分钟
3 个练习
Practice Lesson 16分钟
Practice Lesson 26分钟
Practice Lesson 38分钟
完成时间为 4 小时
A deep dive into hotel distribution
After a rapid introduction of key pieces of terminology and technology, this module will examine in details the components of online distribution today, and focus on how to make the most of an increasingly complex distribution system.
完成时间为 4 小时
12 个视频 （总计 66 分钟）, 2 个阅读材料, 5 个测验
12 个视频
The origins of hotel distribution4分钟
The web revolution6分钟
Working with the OTAs5分钟
OTA Business Model7分钟
The brand.com site3分钟
The forgotten majority: traditional channels3分钟
The distribution cost puzzle3分钟
The true cost of brand.com6分钟
The price parity paradox5分钟
Magnificent Meta-Search7分钟
Disruption in the market place?8分钟
2 个阅读材料
Complementary readings10分钟
Peer Review Documents10分钟
4 个练习
Practice Lesson 16分钟
Practice Lesson 26分钟
Practice Lesson 36分钟
Practice Lesson 44分钟
完成时间为 4 小时
Direct distribution: the key to hotel success
Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.
完成时间为 4 小时
16 个视频 （总计 66 分钟）, 1 个阅读材料, 5 个测验
16 个视频
Introduction7分钟
Deciding what you want2分钟
Registering your domain name3分钟
Content5分钟
What is good hotel content?4分钟
Creating your web pages5分钟
Selecting a good hosting solution5分钟
Introduction to online marketing2分钟
Organic search engine marketing4分钟
Paid search engine marketing3分钟
Email Marketing4分钟
Display Advertising4分钟
Affiliate marketing2分钟
Social Media Marketing1分钟
Using Analytics for customer insight5分钟
Wrap-up and conclusion3分钟
1 个阅读材料
Complementary Readings10分钟
4 个练习
Practice Lesson 14分钟
Practice Lesson 26分钟
Practice Lesson 34分钟
Practice lesson 48分钟
完成时间为 4 小时
How to manage your OTA
In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential.
完成时间为 4 小时
16 个视频 （总计 89 分钟）, 2 个阅读材料, 3 个测验
16 个视频
Why OTA's?2分钟
Reach5分钟
The Billboard Effect7分钟
Pay-per-Performance1分钟
Reactivity2分钟
Market Information2分钟
Introduction1分钟
Photos3分钟
Content2分钟
User Reviews5分钟
Competitive Rates2分钟
Manage Availability2分钟
How should a hotel work with Expedia?25分钟
How should a hotel work with Booking.com?11分钟
Conclusion3分钟
2 个阅读材料
Complementary readings10分钟
Peer Review Documents10分钟
2 个练习
Practice Lesson 18分钟
Practice lesson 28分钟
审阅
4.7
来自酒店分销基础的热门评论
由 IM 提供Sep 6, 2016
I like it and I did never imagined the abundance of its content based on today's market.\n\nReally the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera
由 LD 提供Jan 6, 2018
Very well done, these teachers and other important figures involved in the course are sharing extensive knowledges and they are teaching very clearly making the topic easy to comprehend, BRAVO!!!
由 OP 提供Feb 6, 2016
Very detailed and easy to understand lectures, that discover complicated inside of hotel industry in a simple way. Great professors made my pleasant learning experience.\n\nThank you so much!
由 GL 提供Feb 16, 2020
Me pareció muy bueno y completo. Ahora tengo una mejor idea de como aprovechar al máximo los canales de distribución para mi hotel y hacer lograr obtener el mejor rendimiento.
由 WK 提供Oct 22, 2018
i've accidentally click cancel subscription, but i will repurchase again. Is really informative and helping to understand in more systematically way. Strongly recommend.
由 SR 提供Feb 24, 2019
Excellent course that can help any beginner hotelier to get familiar to the available hotel distribution options and then understand how to maximize returns through it.
由 HH 提供Nov 17, 2015
For my first online course and wishing to have a broader knowledge of hotel distribution, it has been very enriching and will undoubtedly help me in the near future.
由 JC 提供Jun 8, 2017
Learning from basic. The material is enough for fundamental level.\n\nThe exam question was a bit difficult because there was no similar examples in the course.
由 TD 提供Dec 20, 2017
The Course widened my knowledge about Hotel chains, Marketing strategies and OTAs as effective partners. Thank you coursera for such wonderful opportunity.
由 YL 提供Mar 7, 2017
Very good course. Great overview on Hotel distribution from many perspectives. Balances well the pros and cons of the various channels. Good essays as well
由 CM 提供Jan 17, 2016
Very insightful. Highly recommended for anyone who is new to hotel revenue management. A good foundation course for hotel marketing and distribution.
由 AC 提供Jun 27, 2016
Extremely information course. This will definitely assist hotel managers to understand and manage their performance in the distribution landscape.
由 SA 提供Jul 8, 2017
Extremely informative. Wait for grades can sometimes be annoying.\n\nInformation delivered in a very clear and understandable manner.\n\nThankyou.
由 EF 提供Aug 1, 2016
Great course. Would probably be better if a component of the grade was assigned by the professors and not only by peer-graded assesments.
由 YT 提供Dec 24, 2017
Superb course, gave me insights of fundamentals of hotel distribution in one place. gained full of knowledge on this subject. great!
由 JD 提供Jun 1, 2019
I have worked in hotel distribution (software side) for 10 years and I learned new things and reinforced others during this course.
由 HH 提供Dec 10, 2018
A very well planned and resourceful course on Hotel distribution which covers all the aspects of hotel distribution in 360* way.
由 JF 提供Oct 17, 2015
Subjects are not covered in depth but it's a comprehensive overview. Looking forward to the next courses in the specialization.
由 PK 提供May 28, 2017
Thank you for the useful and fun course. It helps a lot to understand the Hotel distribution channels, especially OTAs
由 AV 提供Jun 1, 2019
I think its great basic course .\n\nFeedback on the coursework its too slow , however there is great content in it.
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关于 酒店管理：分销、营收和需求管理 专项课程
Market hospitality services, manage demand, and optimize revenue.
This Specialization covers the basics of hotel demand management, distribution, and revenue management. You’ll learn how e-commerce intermediaries such as online travel agencies are impacting the already-complex hospitality sector, and you’ll explore tools and techniques that will help you effectively market hospitality services and maximize business revenue in this new global industry landscape. In the final Capstone Project, you’ll evaluate the importance of hotel branding in business success through a hands-on, real-world case study. During the sessions, you will hear from senior hotel industry executives commenting on distribution, revenue and demand management issues. We will also interview two leading Online Travel Agents on how to maximise online business for your property, and have partnered with Duetto and SnapShot, two leading hospitality industry companies, to gain access to cutting edge knowledge, thus insuring that the competencies that you gain will make you operational immediately as well as bang up to date on industry trends.
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