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.
Informações sobre o curso
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Resultados de carreira do aprendiz
10%
comecei uma nova carreira após concluir estes cursos
20%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 16 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
Habilidades que você terá
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
Resultados de carreira do aprendiz
10%
comecei uma nova carreira após concluir estes cursos
20%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 16 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
oferecido por
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.
Programa - O que você aprenderá com este curso
3 horas para concluir
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.
3 horas para concluir
9 vídeos (Total 36 mín.), 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 130min
Practice Lesson 230min
Practice Lesson 330min
4 horas para concluir
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.
4 horas para concluir
12 vídeos (Total 66 mín.), 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 130min
Practice Lesson 230min
Practice Lesson 330min
Practice Lesson 430min
4 horas para concluir
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.
4 horas para concluir
16 vídeos (Total 66 mín.), 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 130min
Practice Lesson 230min
Practice Lesson 330min
Practice lesson 430min
4 horas para concluir
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.
4 horas para concluir
16 vídeos (Total 89 mín.), 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 130min
Practice lesson 230min
Avaliações
Principais avaliações do OS FUNDAMENTOS DA DISTRIBUIÇÃO DE HOTEIS
por IM6 de Set de 2016
I like it and I did never imagined the abundance of its content based on today's market. Really the course helped me a lot and immediately started implementing what I learned.\n\nThank you Coursera
por LD6 de Jan de 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!!!
por OP6 de Fev de 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. Thank you so much!
por GL16 de Fev de 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.
Sobre Programa de cursos integrados Gestão Hoteleira: Distribuição, Receitas e Gestão da DemandaGestão Hoteleira: Distribuição, Receitas e Gestão da Demanda
Market hospitality services, manage demand, and optimize revenue.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
O que recebo ao me inscrever nesta Especialização?
Is financial aid available?
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