Presentation

Since the advent of the internet, hotel rates have been publically available, and the hotel industry has moved into a highly competitive global scenario. This situation has brought about the need for a change in the revenue management of tourist accommodation with new marketing formulas.

Hotel business comprises fixed overheads regardless of occupancy rates whereas variable costs resulting from occupancy are less significant. Therefore, analysis of information to forecast demand and to maximise revenue is indispensable.

Revenue Management is a sales technique based on the analysis of the different variables which can effectively affect one's decision to buy a product.

Through effective yield and revenue management, we will maximize hotel sales and make them as cost-effective as possible, by selecting the appropriate channel. Therefore, our main objective is to sell as much as we can while ensuring customer satisfaction by directly examining market variables.

This course is based on three essential aspects: the theoretical framework, consistent practice and professional lecturers with years of experience.

The first block will consist of basic theory to frame our task; the second one will consist of real case analysis, and thirdly, hotel revenue management in real time. We have well-qualified teaching staff and lecturers with several years of experience in revenue management, e-commerce, online-marketing and social media.

Course aims

To empower both present and future revenue managers for the development of knowledge and skills required:

• To foster leadership of teams oriented toward the culture and techniques of revenue management.

• To analyse the different variables in the market to make better decisions about capacity, price and distribution.

• To study and develop the main strategies in revenue management. (forecasting, benchmarking, pricing, demand, competition, segmentation, overbooking, etc.).

• To study and manage the channels of hotel marketing and the use of technological tools as well as its consequences.

• To study the main marketing and distribution techniques.

• To know how to diversify and create hotel products.

• To study the different models of revenue management for each type of hotel or tourist accommodation.

• To study the online marketing bases and social media for hotels.

Programme

1. Origins and first steps in Revenue Management.

2. Basic Concepts.

3. Benchmarking.

4. Yield and Revenue Management Strategies.

5. Forecast and prediction.

6. Pricing.

7. Overbooking Strategy.

8. Business Intelligence.

9. Marketing and Distribution.

10. Organisation and Teambuilding.

11. Implementing revenue management in catering.

12. Revenue Management tools.

13. Online marketing.

14. Social Media.

Methodology

This course has been designed and structured in accordance with the needs of the course participants for developing the relevant skills and abilities for efficient revenue management.
Different methodologies are combined:

• Theoretical lectures.

• Practical case studies.

• Revenue management in different real hotels in real time.

• Use of technological tools for revenue management: channel managers, shoppers, etc.

In collaboration with:

Sponsors

Potential course participants

This course is intended for professionals in the tourist and hotel industry as well as graduates wishing to further their knowledge in yield and revenue management techniques.

Places on the course are limited.

Duration and course distribution: 56 in class hours

The course consists of:

• 24 hours of revenue management (6 hours of revenue management of different real hotels and real time).

• 9 hours in online marketing and social media.

• 17 hours of lectures: revenue managers, tourist industry marketing directors and experts in technological tools (theory and case studies).

In-class teaching: Saturdays 9:30 -14:00.

Academic Calendar: 2 February, 2013 - 18 May, 2013.

Informative meeting: Friday 11 January 2013, at 18:00.

Course fees:

University course in Yield and Revenue Management: €1,500.

*Procedure for enrolment on the course on the website located at the end of the page.

Teaching Staff

Some of the most important revenue managers and professionals in the Spanish tourist industry will take part:

• Revenue management consultants of companies specialized in such techniques.

• Revenue management directors of important hotel chains.

• Heads and market managers from different channels of significant distribution

• Experts in technological tools of massive price distribution and availability (channel managers).

• Heads of marketing, online marketing and social media.

Academic Information

Academic Coordination:

• Jordi Oller, lecturer EUTDH-UAB (e-mail: jordi.oller@uab.cat ).

Assistance and information::

Ms. Carme Puigpinós (carme.puigpinos@uab.cat )

Diploma

On successful completion of the course (with a minimum attendance of 80% in class hours) and the internship placement or final project, the course participant will be awarded a diploma of achievement and recognition by EUTDH-UAB .

Course Information

Escola Universitària de Turisme i Direcció Hotelera (EUTDH) de la UAB
Edifici Blanc. Vila Universitària.
Universitat Autònoma de Barcelona
08193 Bellaterra-Cerdanyola del Vallès (Barcelona)
tel. 93 592 97 10
e-mail: fcontinuada.eutdh@uab.cat
web: http://www.eutdh.cat