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)
Этот курс входит в специализацию ''Специализация Hotel Management: Distribution, Revenue and Demand Management'
The fundamentals of hotel distribution
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Приобретаемые навыки
Hospitality ManagementRevenue ManagementHospitality Management StudiesHotel Management
Программа курса: что вы изучите
Неделя
13 ч. на завершение
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 видео ((всего 36 мин.)), 2 материалов для самостоятельного изучения, 4 тестов
9 видео
Historical evolution3мин
The hotel business value chain4мин
Franchise and Management agreements4мин
Growth and the value of branded hotel chains4мин
Hotels as economic units6мин
Introduction to revenue management5мин
Trends and challenges2мин
Wrap-up and conclusion2мин
2 материала для самостоятельного изучения
Complementary readings10мин
Peer Review documents10мин
3 практического упражнения
Practice Lesson 16мин
Practice Lesson 26мин
Practice Lesson 38мин
Неделя
24 ч. на завершение
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 видео ((всего 66 мин.)), 2 материалов для самостоятельного изучения, 5 тестов
12 видео
The origins of hotel distribution4мин
The web revolution6мин
Working with the OTAs5мин
OTA Business Model7мин
The brand.com site3мин
The forgotten majority: traditional channels3мин
The distribution cost puzzle3мин
The true cost of brand.com6мин
The price parity paradox5мин
Magnificent Meta-Search7мин
Disruption in the market place?8мин
2 материала для самостоятельного изучения
Complementary readings10мин
Peer Review Documents10мин
4 практического упражнения
Practice Lesson 16мин
Practice Lesson 26мин
Practice Lesson 36мин
Practice Lesson 44мин
Неделя
34 ч. на завершение
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 видео ((всего 66 мин.)), 1 материал для самостоятельного изучения, 5 тестов
16 видео
Introduction7мин
Deciding what you want2мин
Registering your domain name3мин
Content5мин
What is good hotel content?4мин
Creating your web pages5мин
Selecting a good hosting solution5мин
Introduction to online marketing2мин
Organic search engine marketing4мин
Paid search engine marketing3мин
Email Marketing4мин
Display Advertising4мин
Affiliate marketing2мин
Social Media Marketing1мин
Using Analytics for customer insight5мин
Wrap-up and conclusion3мин
1 материал для самостоятельного изучения
Complementary Readings10мин
4 практического упражнения
Practice Lesson 14мин
Practice Lesson 26мин
Practice Lesson 34мин
Practice lesson 48мин
Неделя
44 ч. на завершение
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 видео ((всего 89 мин.)), 2 материалов для самостоятельного изучения, 3 тестов
16 видео
Why OTA's?2мин
Reach5мин
The Billboard Effect7мин
Pay-per-Performance1мин
Reactivity2мин
Market Information2мин
Introduction1мин
Photos3мин
Content2мин
User Reviews5мин
Competitive Rates2мин
Manage Availability2мин
How should a hotel work with Expedia?25мин
How should a hotel work with Booking.com?11мин
Conclusion3мин
2 материала для самостоятельного изучения
Complementary readings10мин
Peer Review Documents10мин
2 практического упражнения
Practice Lesson 18мин
Practice lesson 28мин
12%
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15%
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Лучшие отзывы о курсе The fundamentals of hotel distribution
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!!!
Преподаватели
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
Nicolas Graf
ProfesseurManagement
О Школа бизнеса ESSEC
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.
Специализация Hotel Management: Distribution, Revenue and Demand Management: общие сведения
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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