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)
提供方
课程信息
4.7
511 个评分
您将获得的技能
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
教学大纲 - 您将从这门课程中学到什么
周
1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.
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
周
2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.
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
周
3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.
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
周
4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.
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
4.7
108 个审阅10%
通过此课程获得实实在在的工作福利
热门审阅
创建者 IM•Sep 7th 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
创建者 LD•Jan 7th 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!!!
讲师
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
Nicolas Graf
ProfesseurManagement
关于 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.
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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