The fundamentals of hotel distribution

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.

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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