Pricing Strategy and Distribution Channels in Hotel Revenue Management
Pricing is one of the most powerful tools a hotel can use to increase revenue. This course teaches participants how to set the right prices, develop rate fences (differentiate prices by customer type), and use multiple distribution channels to manage price more effectively.
Participants will learn about the impact of variable pricing and discounting on revenue management in the context of price elasticity, optimal price mix, perceived fairness, and congruence with positioning and sales strategies.
Channel management is an essential tool for controlling differentiated pricing, maintaining rate fences, and increasing revenue. Participants will explore various approaches to managing distribution channels including direct sales, agencies, the Internet, and opaque pricing channels.
Finally, discussions of best practices and industry case studies help extend and contextualize the learning experience. Participants use Microsoft Excel to practice pricing and distribution-channel-management techniques.
Who Should Take this Course?
This course is designed for hospitality managers, general managers, revenue managers, and other hospitality professionals responsible for the financial performance of their organization.
Participants who complete this course will be able to...
- Use variable pricing strategies to increase revenue
- Develop effective rate fences
- Manage prices using distribution channels
- Sheryl Kimes, Professor , School of Hotel Administration, Cornell SC Johnson College of Business
Estimated Hours to Complete Course: 6.0
About the School of Hotel Administration at the Cornell SC Johnson College of Business
The School of Hotel Administration at the Cornell SC Johnson College of Business is shaping the global knowledge base for hospitality management through leadership in education, research, and industry advancement. Accredited by the Association to Advance Collegiate Schools of Business (AACSB), the school provides management instruction in the full range of hospitality disciplines, educating the next generation of leaders in the world's largest industry. Founded in 1922 as the nation's first collegiate course of study in hospitality management, the Cornell School of Hotel Administration is recognized as the world leader in its field.