The fundamentals of hotel distribution

Location type
Logo Coursera (CC)
Provider rating: starstarstarstar_borderstar_border 6.3 Coursera (CC) has an average rating of 6.3 (out of 4 reviews)

Need more information? Get more details on the site of the provider.

Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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 D…

Read the complete description

Frequently asked questions

There are no frequently asked questions yet. Send an Email to info@springest.co.uk

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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)

Created by:  ESSEC Business School
  • Taught by:  Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management

    Information systems
  • Taught by:  Nicolas Graf, Professeur

    Management
Basic Info Course 1 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization Commitment 4 weeks, 2-4 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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.

Syllabus


WEEK 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 videos, 2 readings, 3 practice quizzes expand


  1. Video: Mooc introduction
  2. Video: Historical evolution
  3. Video: The hotel business value chain
  4. Practice Quiz: Practice Lesson 1
  5. Video: Franchise and Management agreements
  6. Video: Growth and the value of branded hotel chains
  7. Practice Quiz: Practice Lesson 2
  8. Video: Hotels as economic units
  9. Video: Introduction to revenue management
  10. Practice Quiz: Practice Lesson 3
  11. Video: Trends and challenges
  12. Video: Wrap-up and conclusion
  13. Reading: Complementary readings
  14. Reading: Peer Review documents

Graded: Why distribution and revenue management are important for hotel profitability

WEEK 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 videos, 2 readings, 4 practice quizzes expand


  1. Video: Why hotel distribution?
  2. Video: The origins of hotel distribution
  3. Video: The web revolution
  4. Practice Quiz: Practice Lesson 1
  5. Video: Working with the OTAs
  6. Video: OTA Business Model
  7. Video: The brand.com site
  8. Video: The forgotten majority: traditional channels
  9. Practice Quiz: Practice Lesson 2
  10. Video: The distribution cost puzzle
  11. Video: The true cost of brand.com
  12. Video: The price parity paradox
  13. Practice Quiz: Practice Lesson 3
  14. Video: Magnificent Meta-Search
  15. Video: Disruption in the market place?
  16. Reading: Complementary readings
  17. Practice Quiz: Practice Lesson 4
  18. Reading: Peer Review Documents

Graded: Assessing whether a hotel should work with a 'new' OTA

WEEK 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 videos, 1 reading, 4 practice quizzes expand


  1. Video: Introduction
  2. Practice Quiz: Practice Lesson 1
  3. Video: Deciding what you want
  4. Video: Registering your domain name
  5. Video: Content
  6. Video: What is good hotel content?
  7. Practice Quiz: Practice Lesson 2
  8. Video: Creating your web pages
  9. Video: Selecting a good hosting solution
  10. Practice Quiz: Practice Lesson 3
  11. Video: Introduction to online marketing
  12. Video: Organic search engine marketing
  13. Video: Paid search engine marketing
  14. Video: Email Marketing
  15. Video: Display Advertising
  16. Video: Affiliate marketing
  17. Video: Social Media Marketing
  18. Practice Quiz: Practice lesson 4
  19. Video: Using Analytics for customer insight
  20. Video: Wrap-up and conclusion
  21. Reading: Complementary Readings

Graded: Which electronic marketing technique should I use to generate additional traffic in the short run?

WEEK 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 videos, 2 readings, 2 practice quizzes expand


  1. Video: Working With Online Travel Agents
  2. Video: Why OTA's?
  3. Video: Reach
  4. Video: The Billboard Effect
  5. Video: Pay-per-Performance
  6. Video: Reactivity
  7. Video: Market Information
  8. Practice Quiz: Practice Lesson 1
  9. Video: Introduction
  10. Video: Photos
  11. Video: Content
  12. Video: User Reviews
  13. Video: Competitive Rates
  14. Video: Manage Availability
  15. Video: How should a hotel work with Expedia?
  16. Video: How should a hotel work with Booking.com?
  17. Practice Quiz: Practice lesson 2
  18. Video: Conclusion
  19. Reading: Complementary readings
  20. Reading: Peer Review Documents

Graded: Assessing a hotel's presence on Booking.com
There are no reviews yet.

Share your review

Do you have experience with this course? Submit your review and help other people make the right choice. As a thank you for your effort we will donate £1.- to Stichting Edukans.

There are no frequently asked questions yet. Send an Email to info@springest.co.uk