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)
Este curso faz parte do Programa de cursos integrados Hotel Management: Distribution, Revenue and Demand Management
The fundamentals of hotel distribution
oferecido por
Informações sobre o curso
4.7
486 classificações
Habilidades que você terá
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
Programa - O que você aprenderá com este curso
Semana
1Setting 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 vídeos (total de (Total 36 mín.) min), 2 leituras, 4 testes
9 videos
Historical evolution3min
The hotel business value chain4min
Franchise and Management agreements4min
Growth and the value of branded hotel chains4min
Hotels as economic units6min
Introduction to revenue management5min
Trends and challenges2min
Wrap-up and conclusion2min
2 leituras
Complementary readings10min
Peer Review documents10min
3 exercícios práticos
Practice Lesson 16min
Practice Lesson 26min
Practice Lesson 38min
Semana
2A 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 vídeos (total de (Total 66 mín.) min), 2 leituras, 5 testes
12 videos
The origins of hotel distribution4min
The web revolution6min
Working with the OTAs5min
OTA Business Model7min
The brand.com site3min
The forgotten majority: traditional channels3min
The distribution cost puzzle3min
The true cost of brand.com6min
The price parity paradox5min
Magnificent Meta-Search7min
Disruption in the market place?8min
2 leituras
Complementary readings10min
Peer Review Documents10min
4 exercícios práticos
Practice Lesson 16min
Practice Lesson 26min
Practice Lesson 36min
Practice Lesson 44min
Semana
3Direct 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 vídeos (total de (Total 66 mín.) min), 1 leitura, 5 testes
16 videos
Introduction7min
Deciding what you want2min
Registering your domain name3min
Content5min
What is good hotel content?4min
Creating your web pages5min
Selecting a good hosting solution5min
Introduction to online marketing2min
Organic search engine marketing4min
Paid search engine marketing3min
Email Marketing4min
Display Advertising4min
Affiliate marketing2min
Social Media Marketing1min
Using Analytics for customer insight5min
Wrap-up and conclusion3min
1 leituras
Complementary Readings10min
4 exercícios práticos
Practice Lesson 14min
Practice Lesson 26min
Practice Lesson 34min
Practice lesson 48min
Semana
4How 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 vídeos (total de (Total 89 mín.) min), 2 leituras, 3 testes
16 videos
Why OTA's?2min
Reach5min
The Billboard Effect7min
Pay-per-Performance1min
Reactivity2min
Market Information2min
Introduction1min
Photos3min
Content2min
User Reviews5min
Competitive Rates2min
Manage Availability2min
How should a hotel work with Expedia?25min
How should a hotel work with Booking.com?11min
Conclusion3min
2 leituras
Complementary readings10min
Peer Review Documents10min
2 exercícios práticos
Practice Lesson 18min
Practice lesson 28min
Melhores avaliações
por 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
por 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!!!
Instrutores
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
Nicolas Graf
ProfesseurManagement
Sobre 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.
Sobre o Programa de cursos integrados Hotel Management: Distribution, Revenue and Demand Management
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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