FEE:
6,700 AED

MODULE DESCRIPTION
Revenue Management (RM) is about a different way of “thinking” business. It has been developed and implemented for more than twenty years by creative executives and managers who “have learned to predict customer demand at the micro-market level and to respond rapidly, as demand changes.

They have learned to convert market uncertainty to probability and probability to profitability”*. There is inherent uncertainty associated with future demand and market conditions for any hotel in the world. What resource allocation decisions would maximize total overall profits as opposed to room nights or room rate alone? Revenue management provides a set of guiding principles which govern this decision process.

In this module, we will discuss the essentials of RM philosophy and associated systems, methods and applications. By the end of the course the participants will be able to make sound and effective revenue management decisions, and to defend their solutions and decisions. The module combines interactive lectures, and hands-on exercises and “revenue optimization games”.

LEARNING OBJECTIVES
By the end of the Module, participants will be able to:

Knowledge
• Identify fundamental information for application in revenue management
• Explain the building blocks and key concepts of revenue management
• Elaborate the tactical use of revenue management

Competencies
• Apply specific segmentation for revenue management
• Apply basic revenue management techniques
• Analyze and make decisions from a revenue management perspective
• Evaluate the daily tasks of a revenue manager and their impact on hotel’s business and its customers

Mindset
• Quantify the impact of revenue management
• Appreciate the customer price-value relationship and the effect different levels of pricing have on demand

METHODOLOGY
The module is organized as a mix of short lectures, in-class exercises and short case studies, and debates between the participants. It aims a high level of interaction and contribution from all the players.

PARTICIPANTS
Managers and Executives in Rooms Division, Sales and Marketing and General Management with the responsibility of optimizing revenues and integrating it throughout the company.

MODULE LEADER
Professor Horatiu Tudori is a senior faculty member of EHL. He holds a BSc from the
University of Brasov and an MBA from the University of Lausanne. He has been
specializing in Revenue Management since 1999. He also teaches services
marketing and management for undergraduate and MBA programs.

Currently, Horatiu is researching on the impact of Revenue Management decisions on hotel free cash flow, and on the applications of Revenue Management for other hotel services, e.g. spa, golf.

RECOMMENDED READINGS
• Collection of the Journal of Revenue and Pricing Management.
• Cross, R.G., Revenue Management, Hard-Core Tactics for Market Domination, Broadway Books, New York, 1998.
• Ingold, A. et al (Ed), Yield Management, Strategies for the Service Industries, 2nd Edition, Continuum, London, 2000

Contact Info

Office 2305, Indigo Icon,Plot F3
Jumeirah Lakes Towers
P.O. Box 215449
Dubai, United Arab Emirates

Tel: +971 4 369 5322
Fax: +971 4 369 5323
Mob: +97 155 1226222

web.: www.bhostservices.com