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The fundamentals of hotel distribution
  • Level Foundation
  • Duration 16 hours
  • Course by ESSEC Business School
  • Offered by

About

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 jump start your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupre (Image-In), Gregory Halidy (Triplay)

Modules

Welcome!

    • 1 Videos
Show info about module content

1 Videos

  • Mooc introduction

Evolution and Key players

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

2 Videos

  • Historical evolution
  • The hotel business value chain

Models and Growth of the Hotel Business

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 2

2 Videos

  • Franchise and Management agreements
  • Growth and the value of branded hotel chains

Key Metrics and Revenue

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 3

2 Videos

  • Hotels as economic units
  • Introduction to revenue management

Conclusion

    • 2 Videos
    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Why distribution and revenue management are important for hotel profitability

2 Videos

  • Trends and challenges
  • Wrap-up and conclusion

2 Readings

  • Complementary readings
  • Peer Review documents

Introduction

    • 1 Videos
Show info about module content

1 Videos

  • Why hotel distribution?

The evolution of hotel distribution

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

2 Videos

  • The origins of hotel distribution
  • The web revolution

The hotel distribution space today

    • 4 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 2

4 Videos

  • Working with the OTAs
  • OTA Business Model
  • The brand.com site
  • The forgotten majority: traditional channels

The challenge of distribution costs

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 3

3 Videos

  • The distribution cost puzzle
  • The true cost of brand.com
  • The price parity paradox

Conclusion: predicting the future?

    • 2 Videos
    • 2 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 4

1 Peer Review

  • Assessing whether a hotel should work with a 'new' OTA

2 Videos

  • Magnificent Meta-Search
  • Disruption in the market place?

2 Readings

  • Complementary readings
  • Peer Review Documents

Introduction: why do you need a direct website?

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

1 Videos

  • Introduction

The web development process

    • 4 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 2

4 Videos

  • Deciding what you want
  • Registering your domain name
  • Content
  • What is good hotel content?

Website creation - the technical stuff!

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 3

2 Videos

  • Creating your web pages
  • Selecting a good hosting solution

Driving business to your website

    • 7 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice lesson 4

7 Videos

  • Introduction to online marketing
  • Organic search engine marketing
  • Paid search engine marketing
  • Email Marketing
  • Display Advertising
  • Affiliate marketing
  • Social Media Marketing

Wrap-up and conclusion

    • 2 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

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

2 Videos

  • Using Analytics for customer insight
  • Wrap-up and conclusion

1 Readings

  • Complementary Readings

Introduction

    • 1 Videos
Show info about module content

1 Videos

  • Working With Online Travel Agents

Why OTA's?

    • 6 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Lesson 1

6 Videos

  • Why OTA's?
  • Reach
  • The Billboard Effect
  • Pay-per-Performance
  • Reactivity
  • Market Information

Key success factors

    • 8 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice lesson 2

8 Videos

  • Introduction
  • Photos
  • Content
  • User Reviews
  • Competitive Rates
  • Manage Availability
  • How should a hotel work with Expedia?
  • How should a hotel work with Booking.com?

Conclusion

    • 1 Videos
    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Assessing a hotel's presence on Booking.com

1 Videos

  • Conclusion

2 Readings

  • Complementary readings
  • Peer Review Documents

Auto Summary

Dive into the essentials of hotel distribution with this foundational course from Coursera, led by experts from ESSEC Business School. Designed for aspiring hospitality professionals, this 960-minute course covers managing traditional and web-based channels, optimizing online travel agents (OTAs), and enhancing brand websites. Perfect for those looking to boost their career in the evolving hotel industry, with flexible starter subscription options available.

Peter O'Connor
Instructors

Peter O'Connor

Nicolas Graf
Instructors

Nicolas Graf