Comprehensive course analysis
Who should attend
- General managers
- Revenue managers
- Marketing managers
- Hospitality professionals who are responsible for the financial performance of their organization
About the course
The Advanced Hotel Revenue Management Capstone, part of the Cornell Professional Development Program, is the on-campus component that results in the completion of your advanced certificate. It takes place at the Cornell University campus in Ithaca, NY, at the renowned School of Hotel Administration.
Over four intensive days, you will tackle revenue and demand management challenges and collaborate with a network of peers to expand the foundation of your hospitality knowledge.
Days 1 and 2: Strategic and Competitive Pricing
Revenue management has historically been focused inward; you've used historical transaction data to generate a forecast and manage prices and inventory. As information has become more readily available, you need the ability to more directly model and take into account the pricing and inventory actions of your competitors when contemplating revenue management decisions. In this intensive session, you'll take a strategic and competitive look at revenue management and pricing decisions with a focus on both understanding the reactions of others as well as how to use today's tools to make pricing and inventory decisions to drive profitable revenue. Using a strategic pricing simulation, you'll develop an understanding of the interplay between pricing and digital marketing in competitive markets and refocus your efforts on profit versus revenue.
Days 3 and 4: Driving Profit Through Performance and Demand Management
Defining the “revenue performance” of a hotel has traditionally involved a series of benchmarking approaches like comparisons to last year, budget, forecast, and of course the competitive set. As the discipline evolves, performance metrics need to evolve as well. Metrics such as RevPAR Index will likely remain crucial for the foreseeable future. That said, the role of revenue management is to make tactical and strategic decisions to further the goals of a hotel or set of hotels, and these goals extend far beyond revenue maximization; in fact, some of these goals are actually counter to revenue maximization. In this session, you'll examine the often-competing goals of customer acquisition, customer retention, engagement and loyalty, channel choice, and the corresponding revenue management approaches. You'll also examine a “balanced scorecard” approach, which presents a much more comprehensive assessment of revenue performance. You'll leave equipped with the tools to excel in today's more active revenue management environment.
Key course takeaways
- Develop a fundamental understanding of competitive pricing
- Examine the role of segmentation in an effective revenue management and distribution strategy
- Explore the dynamics of revenue versus profit optimization
- Analyze the moderating role of digital marketing in low-demand environments
- Review the importance as well as the limitations of “traditional” revenue metrics
- Utilize today's forward-looking demand signals
- Practice balancing competing priorities and their associated metrics
Chris K Anderson is a Professor at the Cornell School of Hotel Administration. Prior to his appointment in 2006, he was on faculty at the Ivey School of Business in London, Ontario Canada. His main research focus is on revenue management and service pricing. He actively works with industry, acros...
Dave joined Cornell’s Hotel School faculty in the Fall of 2020, and is currently teaching Introduction to Lodging Operations. Prior to this role, he taught graduate courses in Business Strategy and Corporate Finance at Virginia Tech’s Pamplin College of Business. Dave retired from Marriott in 20...
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