About this course: 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 jumpstart 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)
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: Nicolas Graf, Professeur
Management
| Basic Info |
Course 1 of 4 in the
Hotel Management: Distribution, Revenue and Demand Management Specialization.
|
| Commitment | 4 weeks, 2-4 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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...
9 videos, 2 readings, 3 practice quizzes
Graded: Why distribution and revenue management are important for hotel profitability
WEEK 2
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.
12 videos, 2 readings, 4 practice quizzes
Graded: Assessing whether a hotel should work with a 'new' OTA
WEEK 3
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 ...
16 videos, 1 reading, 4 practice quizzes
Graded: Which electronic marketing technique should I use to generate additional traffic in the short run?
WEEK 4
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 ma...
16 videos, 2 readings, 2 practice quizzes
Graded: Assessing a hotel's presence on Booking.com
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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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
very good presented and comprehensive to all distribution channels and tactics
the material are very good. and easy to understand.
i recommend this course for everyone willing to study and learn about the hotel distributions.
interesting and clear
Learning from basic. The material is enough for fundamental level.
The exam question was a bit difficult because there was no similar examples in the course.
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This was a great course. I had no background knowledge of channel management and online travel agencies and indirect and direct marketing when I started. It has fulfilled my objective on being a better business partner with industry knowledge and has also helped build my business acumen.