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)
이 강좌는 Hotel Management: Distribution, Revenue and Demand Management 전문 분야의 일부입니다.
The fundamentals of hotel distribution
제공자:
About this Course
최근 조회 21,261회
귀하가 습득할 기술
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
Course을(를) 수강하는 학습자
- Receptionists
- Customer Care Reps
- Entrepreneurs
- Marketing Specialists
- Sales Associates
강의 계획 - 이 강좌에서 배울 내용
주
1완료하는 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.
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
주
2완료하는 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.
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
주
3완료하는 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.
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
주
4완료하는 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.
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
4.7
124개의 리뷰12%
이 강좌를 수료한 후 새로운 경력 시작하기
15%
이 강좌를 통해 확실한 경력상 이점 얻기
The fundamentals of hotel distribution의 최상위 리뷰
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
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!!!
강사
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
Nicolas Graf
ProfesseurManagement
ESSEC 경영 대학원 정보
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.
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.
Coursera는 세계 최고의 교육에 대한 보편적인 접근 기회를 제공하며,
최고의 대학 및 기관들과 제휴하여 온라인 강좌를 제공합니다.
© 2019 Coursera Inc. All rights reserved.
