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.
이 강좌는 Hotel Management: Distribution, Revenue and Demand Management 전문 분야의 일부입니다.
The fundamentals of hotel distribution
제공자:
About this Course
최근 조회 51,753회
학습자 경력 결과
14%
이 강좌를 수료한 후 새로운 경력 시작하기
21%
이 강좌를 통해 확실한 경력상 이점 얻기
귀하가 습득할 기술
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
학습자 경력 결과
14%
이 강좌를 수료한 후 새로운 경력 시작하기
21%
이 강좌를 통해 확실한 경력상 이점 얻기
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 전문 분야의 4개 강좌 중 1번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
완료하는 데 약 21시간 필요
권장: 4 weeks, 2-4 hours/week
영어
자막: 영어
제공자:
ESSEC 경영 대학원
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.
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 3시간 필요
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.
완료하는 데 3시간 필요
9개 동영상 (총 36분), 2 readings, 4 quizzes
9개의 동영상
Historical evolution3m
The hotel business value chain4m
Franchise and Management agreements4m
Growth and the value of branded hotel chains4m
Hotels as economic units6m
Introduction to revenue management5m
Trends and challenges2m
Wrap-up and conclusion2m
2개의 읽기 자료
Complementary readings10m
Peer Review documents10m
3개 연습문제
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 38m
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
12개 동영상 (총 66분), 2 readings, 5 quizzes
12개의 동영상
The origins of hotel distribution4m
The web revolution6m
Working with the OTAs5m
OTA Business Model7m
The brand.com site3m
The forgotten majority: traditional channels3m
The distribution cost puzzle3m
The true cost of brand.com6m
The price parity paradox5m
Magnificent Meta-Search7m
Disruption in the market place?8m
2개의 읽기 자료
Complementary readings10m
Peer Review Documents10m
4개 연습문제
Practice Lesson 16m
Practice Lesson 26m
Practice Lesson 36m
Practice Lesson 44m
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
16개 동영상 (총 66분), 1 reading, 5 quizzes
16개의 동영상
Deciding what you want2m
Registering your domain name3m
Content5m
What is good hotel content?4m
Creating your web pages5m
Selecting a good hosting solution5m
Introduction to online marketing2m
Organic search engine marketing4m
Paid search engine marketing3m
Email Marketing4m
Display Advertising4m
Affiliate marketing2m
Social Media Marketing1m
Using Analytics for customer insight5m
Wrap-up and conclusion3m
1개의 읽기 자료
Complementary Readings10m
4개 연습문제
Practice Lesson 14m
Practice Lesson 26m
Practice Lesson 34m
Practice lesson 48m
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
16개 동영상 (총 89분), 2 readings, 3 quizzes
16개의 동영상
Why OTA's?2m
Reach5m
The Billboard Effect7m
Pay-per-Performance1m
Reactivity2m
Market Information2m
Introduction1m
Photos3m
Content2m
User Reviews5m
Competitive Rates2m
Manage Availability2m
How should a hotel work with Expedia?25m
How should a hotel work with Booking.com?11m
Conclusion3m
2개의 읽기 자료
Complementary readings10m
Peer Review Documents10m
2개 연습문제
Practice Lesson 18m
Practice lesson 28m
검토
4.7
THE FUNDAMENTALS OF HOTEL DISTRIBUTION의 최상위 리뷰
IM 제공Sep 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
LD 제공Jan 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!!!
OP 제공Feb 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!
GL 제공Feb 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.
WK 제공Oct 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.
SR 제공Feb 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.
HH 제공Nov 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.
JC 제공Jun 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.
Hotel Management: Distribution, Revenue and Demand Management 전문 분야 정보
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.
자주 묻는 질문
강의 및 과제를 언제 이용할 수 있게 되나요?
강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.
이 전문 분야를 구독하면 무엇을 이용할 수 있나요?
강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.
환불 규정은 어떻게 되나요?
재정 지원을 받을 수 있나요?
궁금한 점이 더 있으신가요? 학습자 도움말 센터를 방문해 보세요.