Об этом курсе: 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 jumpstart 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)
Автор: ESSEC Business School
Преподаватели: Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management
Information systemsПреподаватели: Nicolas Graf, Professeur
Management
| Основные сведения | |
| Выполнение | 4 weeks, 2-4 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
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, 2 материала для самостоятельного изучения, 3 тренировочных теста
- Видео: Historical evolution
- Видео: The hotel business value chain
- Practice Quiz: Practice Lesson 1
- Видео: Franchise and Management agreements
- Видео: Growth and the value of branded hotel chains
- Practice Quiz: Practice Lesson 2
- Видео: Hotels as economic units
- Видео: Introduction to revenue management
- Practice Quiz: Practice Lesson 3
- Видео: Trends and challenges
- Видео: Wrap-up and conclusion
- Reading: Complementary readings
- Reading: Peer Review documents
Оцениваемый: Why distribution and revenue management are important for hotel profitability
НЕДЕЛЯ 2
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, 2 материала для самостоятельного изучения, 4 тренировочных теста
- Видео: The origins of hotel distribution
- Видео: The web revolution
- Practice Quiz: Practice Lesson 1
- Видео: Working with the OTAs
- Видео: OTA Business Model
- Видео: The brand.com site
- Видео: The forgotten majority: traditional channels
- Practice Quiz: Practice Lesson 2
- Видео: The distribution cost puzzle
- Видео: The true cost of brand.com
- Видео: The price parity paradox
- Practice Quiz: Practice Lesson 3
- Видео: Magnificent Meta-Search
- Видео: Disruption in the market place?
- Reading: Complementary readings
- Practice Quiz: Practice Lesson 4
- Reading: Peer Review Documents
Оцениваемый: Assessing whether a hotel should work with a 'new' OTA
НЕДЕЛЯ 3
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, 1 материал для самостоятельного изучения, 4 тренировочных теста
- Practice Quiz: Practice Lesson 1
- Видео: Deciding what you want
- Видео: Registering your domain name
- Видео: Content
- Видео: What is good hotel content?
- Practice Quiz: Practice Lesson 2
- Видео: Creating your web pages
- Видео: Selecting a good hosting solution
- Practice Quiz: Practice Lesson 3
- Видео: Introduction to online marketing
- Видео: Organic search engine marketing
- Видео: Paid search engine marketing
- Видео: Email Marketing
- Видео: Display Advertising
- Видео: Affiliate marketing
- Видео: Social Media Marketing
- Practice Quiz: Practice lesson 4
- Видео: Using Analytics for customer insight
- Видео: Wrap-up and conclusion
- Reading: Complementary Readings
Оцениваемый: Which electronic marketing technique should I use to generate additional traffic in the short run?
НЕДЕЛЯ 4
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, 2 материала для самостоятельного изучения, 2 тренировочных теста
- Видео: Why OTA's?
- Видео: Reach
- Видео: The Billboard Effect
- Видео: Pay-per-Performance
- Видео: Reactivity
- Видео: Market Information
- Practice Quiz: Practice Lesson 1
- Видео: Introduction
- Видео: Photos
- Видео: Content
- Видео: User Reviews
- Видео: Competitive Rates
- Видео: Manage Availability
- Видео: How should a hotel work with Expedia?
- Видео: How should a hotel work with Booking.com?
- Practice Quiz: Practice lesson 2
- Видео: Conclusion
- Reading: Complementary readings
- Reading: Peer Review Documents
Оцениваемый: Assessing a hotel's presence on Booking.com
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Авторы
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.
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Рейтинги и отзывы
I am satisfied about this course and if you give me this opportunity to work with us.
You need to take this course to better understand why revenue is such an important thing to implement at a hotel. This course guides you on basic things that will help at better managing a hotel
Great course
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This course is very interesting. The material which is provided is unique.