Hospitality, Tourism & Events Hospitality & Tourism Management
(1) Practical syllabus content and reinforcement of academic knowledge
Course content is structured with relevant case examples and scenario-based discussion to train future hospitality leaders.
This 30-hour programme is suitable for hotel/ hospitality top and middle management practitioners, such as:
-Revenue / Reservations managers
-Rooms division managers
-Food and beverage managers
(2) Train as a professional analytic hospitality executive
==> enhance competitiveness in job search +
==> strengthen job knowledge and skillset +
==> apply in the workplace immediately
==> Career advancement
(3) Experienced teacher
Ms DiDi Chan has over 20 years of hotel revenue management experience in different 5-star luxury hotels in Hong Kong (over 500 rooms capacities) and served as an integral part of the hotel management team responsible for leading the hotels’ e-commerce, revenue optimization and accomplishing competitive market share positioning to the properties. She has also taken the active leadership in strategic planning, marketing and budgetary.
(4) Financial Assistance:
This course has been included in the list of reimbursable courses under the Continuing Education Fund (CEF).
Hotel revenue management analytics is cross-functional and cross-disciplinary. Revenue management is key to hotel business because hotel room has fixed capacity, perishable inventory, and time-variable demand. The team of reservation and front desk departments in hotels needs to learn the principles of revenue management regarding how to apply pricing and length-of-stay tools, manage overbooking, forecast demand, and measure the revenue management performance. Successful revenue management strategies hinge on the ability to forecast demand and to control room availability and length of stay. This practical knowledge also needs to disseminate and communicate to those working in other hotel departments, so that they can collaborate together towards the overall pricing strategies to maximize profitability.
This programme aims to prepare students such as general managers, revenue and finance managers, operations, sales, marketing and other hospitality practitioners to become a better analytic hospitality executive and succeed in this highly competitive and unpredictable hospitality landscape. This programme builds on the fundamental principles of pricing and revenue management to give students effective analytical tools and techniques to make strategic hotel pricing decisions, so as to elevate and fine-tune their approach to price manipulation, length of stay, demand and inventory control. Students will learn how to interpret and analyze various types of hotel industry data, evaluate revenue opportunities and make strategic decisions for sustained profitability based upon the analysis, benchmarking and performance reports.
INTENDED LEARNING OUTCOME
Discuss and evaluate the importance of data analytics in hotel revenue management;
Explain how to increase revenue by adapting prices to different market segments and fluctuating demand;
Critically analyse the hotel’s data and evaluate how analytics drive profitable and sustainable hotel performance; and
Review the revenue management system and assess the revenue management unit’s cross-departmental collaboration with other business units
- revenue and finance managers and directors, and other hospitality professionals responsible for improving the financial performance of their organizations;
- front desk managers, night auditors, and sales and marketing analysts who want to take on more responsibility for enhancing profitability in their properties;
- hotel industry professionals such as general managers, corporate staff, and departmental managers;
- those who aspire to hospitality management positions and need a solid foundation of revenue concepts.
This 9-credit programme will have 30 face-to-face lecture hours, and it includes some practical analytical exercises and case studies on revenue management in hotels.
Some of the key topics are outlined as follows:
1. Key concepts of hotel revenue management
- Evolution and importance of revenue management in hotel
- Terminilogy, glossary and metrics of revenue management
2. Data analytics and hotel revenue management system
- Data analytics: data collection, analysis and management
- Productive use of data visualization tools
3. Market segmentation and price optimization
- Customer decision making processes and booking behaviour
- Market trend and competitor analysis
4. Price sensitivity and pricing decisions
- Measure demand sensitivity to price changes
- Data analysis tools for forecasting and decision-making
- Channel management
5. Advanced analytics in revenue management
- Types of revenue analytics: descriptive, diagnostic, predictive & prescriptive analytics
- Business insights: From reactive to proactive decision making]
6. Cross-departmental collaboration on revenue management
- The art of pricing communication strategies
- Effective communication and cooperation with other internal stakeholders
7. Revenue Management Assessment
- Insights from benchmarking and performance reports
- Issues and challenges in hotel revenue management
Two individual assessments (50% each) composing of short questions and case studies
On satisfactory completion of the programme, the Certificate for Module (Hotel Revenue Management Analytics) will be awarded within the HKU system through HKU SPACE.
Ms Didi Chan
- Revenue & Profit Optimization
- E-Commerce Diversification
- Systems and Inventory Control
- Strategic Planning
- Training & Development
- Finance, Budget, Forecast
- Pre-opening Project & Taskforce Management
- Having the revenue management analytics experience in cross-functional and cross-disciplinary teams, with active leadership in strategic planning, marketing and budgetary processes
- Thriving comprehensive pricing, inventory control management and revenue SOP framework to enhance performance effectiveness
- Managing the Training & Development of a 15-member Revenue, Distribution and Reservations team in a 5-star hotel with 500 room capacities.
- Performing as a revenue leader in a regional taskforce and pre-opening projects for a high-end luxury hotel
Mr Andrew Lau
- Revenue Optimization
- Strategy Formulation
- Distribution Management
- Strategic Pricing
- System Implementation
- Reservation, distribution & revenue management functions set-up for new hotels
- Budget Planning
- Data Analytics
- Marketing Planning
- Experienced hotelier specialized in revenue maximization strategy, channel distribution and marketing planning with experience in both group and hotel levels
- Led the revenue management and distribution of the Rosewood Hotel Group's hotels in Asia Pacific & Middle East and the Marco Polo Hotels for 10 years
- Part of the opening team for The Upper House and Island Shangri-La Hong Kong. worked with Island Shangri-La Hong Kong for 18 years since 1991 and earned his first revenue management title in 2001
|Application Code||2075-HT014A||Apply Online Now|
|Apply Online Now|
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MEDIUM OF INSTRUCTION
30 hours / 10 Weeks (Normal)
HKU SPACE Learning Centres
(i) hold a relevant bachelor’s degree awarded by a recognized university or equivalent; or
(ii) hold a relevant Associate Degree / Higher Diploma or equivalent, and have at least 2 years of related work experience.
Applicants with other qualifications will be considered on individual merit.
- HK$9,000 per programme
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
- The CEF Institution Code of HKU SPACE is 100
|Certificate for Module (Hotel Revenue Management Analytics)
|COURSE CODE 43C13667A||FEES $9,000||ENQUIRY 2867-8408|
|Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.
Certificate for Module (Hotel Revenue Management Analytics)
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- Hospitality & Tourism Management