Sales. Revenue Management. Branding. Advertising & PR. Digital Marketing
- The essence of yield management and the fundamentals of revenue management
- Competitive landscape research, hospitality market analysis, defining the “competitive set” (CompSet), and positioning
- Segmentation as the key to revenue maximization
- Pricing principles, process cyclicality, and core strategies
- Sales channel management and profitability optimization
- Room inventory management and effective forecasting, demand factor overview
- Assessment of the hotel’s revenue management system
Part 2
- Defining successful sales in the hotel business
- Sales channel specification
- Various sales techniques
- Customer segmentation
- Sales management
- Numbers vs. Loyalty
- Sales department structure
- Sales department performance analysis
- Brand platform as the business foundation: goals, objectives, and content
- Operational marketing: core marketing functions in hotels
- Marketing calendar and local marketing as tools for effective communication and sales
- Specifics of promoting hotel-affiliated restaurants
- Key performance indicators
- Communication strategy: what the brand says
- How it says it: the brand’s tone of voice
- Reputation management: working with reviews and recommendations
- Customer experience tools
Part 3
- Key trends and overview of the internet services market in the hospitality industry
- Selling through the website: development stages, visual design basics, structure, launch plan, and promotion preparation
- The perfect landing page: rules for increasing website conversion
- New trends in hotel website development and useful functionality
- Online booking module: core requirements and integration options
- Content marketing: internal and external strategy