After completing the course, the student will be able to:
- Assess the impact of revenue management decisions on the financial performance of the hotel unit
- Understand the untapped revenue potential for total profit management
- Evaluate the application of the revenue management techniques to other service sectors

- From yield management to revenue management and total profit management
- Multiplier effects
- Untapped revenue potential
- Up / Cross-selling opportunities
- Revenue management in a post-Covid world
- Research findings and discussion
- Non-traditional RM application (Tourism attractions, Spas, Restaurants & Casinos)
- Restaurant revenue management mix
- Application of menu engineering to restaurant revenue management
- KPIs for restaurant revenue management
- Research findings and discussion

1. Intensive course and learning assignments 54h (2 credits)

Intensive course as a classroom education
The participants must have their own computer with, Excel Solver add-on downloaded prior the course.

The material is announced at the beginning of the study period. The student familiarizes himself with the material before the course begins.

Under the traditional model, hotel revenue management has focused largely on rooms. Revenue management principles, however, can be applied to different service offers beyond just rooms. At its core, total hotel revenue management brings together and optimizes all revenue streams, as opposed to thinking of each department separately. The move to total revenue management involves a shift from a tactical, short-term focus to a more strategic, long-term view. thus, this seminar will discus more holistic approach of revenue management to identify revenue-generating opportunities and to optimize profit.

Dr. Cindy Heo is an assistant professor of revenue management at EHL Business School in Switzerland. She is a member of HSMAI Europe Revenue Optimization Advisory Board and a coordinating editor of International Journal of Hospitality Management. She also serves on the editorial boards of Tourism Management and Journal of Hospitality and Tourism Research.

In English

- The course has no prerequisites.

Passed - familiarization with the preliminary material, active participation in the course and returning the assignment given during the course

Failed - does not participate in the course, does not return the given assignment