|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/hotel-distribution
课程评论：没有评论
课程名称：酒店分销基础 课程概述： 在当今的酒店行业中，必须管理传统和基于网络的渠道的日益复杂的网络，以确保酒店的成功。关键问题包括：如何在网络上进行分销？在品牌官网上应该包含哪些内容以吸引客户预订？如何最大化在线旅行代理商（OTA）的潜力？随着分销环境的高度复杂性和不断演变，本课程将为您提供当前行业实践的全面基础，帮助您在这一迷人领域的职业生涯起步。 课程致谢： 克莱尔·贝特朗、文森特·查坦、杰西卡·摩西、本杰明·西克（ESSEC商学院）、艾米莉·杜普雷（Image-In）、格雷戈里·哈利迪（Triplay） 课程大纲： 第一部分：场景设定 描述：酒店业务从早期发展到今天，变得越来越专业化。本模块介绍了商业模型、增长战略、竞争水平以及酒店当前面临的最大变化和挑战。 第二部分：深入了解酒店分销 描述：在快速介绍关键术语和技术之后，本模块将详细审视今天在线分销的组成部分，并重点讨论如何充分利用日益复杂的分销系统。 第三部分：直接分销：酒店成功的关键 描述：直接分销，即建立有效和高效的网站，是成功的基本因素。通过本模块，您将深入了解网站开发过程，同时了解驱动流量的成本及间接分销和在线营销技术的重要性。 第四部分：如何管理您的OTA 描述：在最后一个模块中，您将着重解决如何更好地与在线旅行代理商合作的关键问题。通过学习OTA管理者的最佳实践，确保您最大限度地利用这些有价值且快速增长的销售点。 该课程为希望在酒店分销领域发展职业的人士提供了宝贵的知识和技能。
Part: 1
Title:Setting the scene
Description:The hotel business has evolved from its early days to today. Through this evolution, it has become increasingly specialized. This module introduces the business models, strategies for growth, levels of competition and biggest changes and challenges hotels have to face today.
Part: 2
Title:A deep dive into hotel distribution
Description:After a rapid introduction of key pieces of terminology and technology, this module will examine in details the components of online distribution today, and focus on how to make the most of an increasingly complex distribution system.
Part: 3
Title:Direct distribution: the key to hotel success
Description:Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.
Part: 4
Title:How to manage your OTA
Description:In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential.
In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)
