The Programs

Title: Demand Management in Evolving Market Channels

(Formerly Hotel Lodging and Distribution)

Ithaca, New York, U.S.A. (July 7 - 9, 2008)
Course Cost US$1,795 Apply Online*

Brussels, Belgium (July 14 - 16, 2008)
Course Cost €1,645 Apply Online*

Course Focus:

The means by which customers obtain information about and transact with hotels are changing dramatically. Within five years, one in five bookings will be made via the Internet. As important, many more customers and guests will use the Internet to gather information on which to base choices they make among properties and about the services they use. The roles of intermediaries and their use of electronic distribution also are changing. Global distribution systems that now handle one in four hotel transactions will be very different organizations in the future; so will other intermediaries. The course provides a framework for managers to evaluate current marketing, sales, and operations activities in the context of a changing hotel distribution environment and to chart a logical future course of action.

Key Benefits:

Understand the channels of hotel service, information, and transaction distribution. Be able to evaluate the implications of channel distribution decisions on performance with respect to occupancy, ADR, customer relationships, and service delivery. Be able to survey and evaluate competitive positioning in various distribution channels. Understand the emerging trends in distribution that will impact the hotel and hospitality industry over the next five years. Be able to structure an integrated channel strategy with respect to sales, marketing, pricing, cost, financial performance, service delivery, and product development.

Topics Include:

• Channels used by customers to learn about and transact with hotels

• Implications of channel usage for managing sales, marketing, costs, pricing, occupancy, and customer relationships

• Major changes in distribution forecasted through 2007 for the United States, Europe and Asia

• Competitive positioning and internal consistency across distribution channels

• An integrated plan for tracking performance and making strategic changes in pricing, promotion, and product/service by channel.

Faculty

• Bill Carroll, Ph.D., Senior Lecturer, Singapore, (July 28 - 30, 2008)
• Bill Carroll, Ph.D., Senior Lecturer: Ithaca, New York, U.S.A., (July 7 - 9, 2008)
• Bill Carroll, Ph.D., Senior Lecturer: Brussels, Belgium, (July 14 - 16, 2008)

Level

View Course Schedules by Location

PDP Schedule for Singapore July 2008

PDP Schedule for Singapore January 2009

PDP Schedule for Brussels, Belgium*

PDP Schedule for Ithaca, New York*

*You will be re-directed to the School of Hotel Administration website of Cornell University