* Revenue Management (mandatory modules)
RM01 – Basic Concepts of Revenue Management
This module familiarizes the participants with the fundamental principals of modern Revenue Management. Apart from the basic concepts, i.e. Kimes “Strategic Levers of Revenue Management“, their application (“Demand Calendar“) and the most important key figures/ratios are covered.
RM02 – Strategic Revenue Management
The focus is laid on mid- and longterm obejctives of Revenue Management. Key elements of this module are Compset, Positioning, Benchmarking and Performance Monitoring.
RM03 – Revenue Management Operations
By structuring Revenue Management into daily, weekly and monthly tasks the application and operations side are demonstrated, discussed and familiarized. This includes the organisation and structure of Revenue Meetings, which can be applied directly in the participants hotel/organisation.
RM04 – Total Revenue Management
As in many companies Revenue Management is solely applied in Rooms Divisions, this module concentrates on the application in other revenue generating departments. For F&B, banquets and conferences, and Spa, examples get analysed, key benchmark figures developed and potential measures discussed.
RM05 – Live application and case studies
Aside of the familiarisation with the necessary theory, the knowledge transfer and application into the daily work life are central points of the program. To achieve this, tasks have to get resolved, in groups or as individuals, using real or ficticious examples. Upon request participants may use their own hotel/company as an example to work on during the course.
DM 01 – Distribution – Business Models und Systems
The majority of bookings today is either influenced or directly conducted through/with electronic booking systems. The participants are familiarized with common (electronic) booking channels, single image inventory and the challenges of maintaining the distribution network on a daily basis. A second focus of this modul are the various business- and contracting models of online booking platforms.
DM02 – Digital Marketing
Today, the proprietary website is the most important online booking channel for most hotels. It is in the center of its online marketing activities and has to satisfy certain minimum requirements. To be visible, attract customers and generate bookings, a number of instruments exist – starting with review platforms and search engine optimisations. This modul concentrates on how these instruments work and how they should be used in order to be successful.
DM03 – Social Media and Community Management
Social Media has evolved in the last years, with seemingly unlimited opportunities. Which measures should be taken for hotels/hospitality organisations? What needs to be practically considered to be successful with them? What is story telling, community Management and how can Social Media be utilized in the daily work? These are the key subjects of this module.
DM04 – Distribution Strategies
No other field in the hotel industry has evolved faster in the last years than online Distribution, and there are no signs of a slow-down. Continuous changes pose many challenges for hoteliers, and a rising entry hurdle. This module will provide a methodical approach to master online distribution. What are the targets, which systems should be used, where and how do they need to be interfaced, etc? The „layer model“ describes the way of rates and availabilities to the points of sale and how reservations are transmitted to hotels. Costs and net revenue contribution per channel are other key subjects of the module.
DM05 – Live application and case studies
As already in Block 1 “Revenue Management“ this module will challenge the participants with the transfer and application of the learned. They will analyse a hotel (the use of their own hotel/company is possible upon request) in a complex business case, determine strategic need areas and propose measures answering these needs.
Coming up Trainings
9th & 10 May 2016
- Day 1 – RM04/5 – Total Revenue Management and case studies
- Day 2 – DM04 – Distribution Strategy
Grand Millennium Hotel Barsha, Dubai
The Trainer – Heiko Siebert
A revenue management, digital marketing and distribution specialist with more than 20 years’ experience and a highly successful hotel career most recently with Moevenpick Hotels and Resorts where he was Vice President Distribution.
Heiko continues to consult helping international partners develop successful distribution and revenue management strategies crucial to their performance in a global marketplace and teaches at Swiss Hotel Schools.
Book with us:
Call: +971 2 499 5600
Contact & Application
European Centre for Revenue Management Education (ECRME)
c/o Leonhard, Weber & Partner
Industriestrasse 10, CH-6010 Kriens, Schweiz
E: firstname.lastname@example.org | W: ecrme.or
Insights Management Consultancy LLC
Tel: +971 2 499 5600, Abu Dhabi, UAE
E: email@example.com | W: insightsme.com