Leads to certification with duration:
1 year
1 year
Expertise / Commercial
General Manager Commercial Certificate
There is no description for this curriculum
Curriculum content
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Value-based pricing requires determining what your customers truly value. This can include a high willingness to pay for products and features necessary for a particular stay, the lowest rate for price-sensitive guests, and everything in between. In this course, we introduce a unifying framework for examining different methods of accommodation pricing, including: Understand the value proposition and rate tactics of your key competitors Develop a competitive advantage based on the analysis findings and reposition a hotel by offering better value for consumers. A template spreadsheet is provided to facilitate pricing research You will learn the following: A method to validate pricing strategy for a hotel’s rooms and ancillary products using a template developed by hoteliers A structure to review and update this strategy when required A best practice process for developing your pricing customised to your property A reliable method to work out your competitor's "Net Promoter Score." Develop a competitive advantage based on the analysis findings and reposition the hotel by offering better value for money for consumers
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For a property General Manager or Hotel/Resort Manager, Director of Sales and Marketing, Owner and Executive team, the revenue management discipline is essential but is often not well understood. This course will help you understand how the revenue function should work. How can the Revenue Leader (RL) help you? We list different scenarios, what the RL should be doing in each scenario and how you should leverage the Revenue leader to optimise results. Challenges? Rate Parity, Rate Leakage, Pricing, Automation, and keeping up with new technology. Forecasting can be a crucial driver of marketing strategy, commercial performance and operational improvements. Find out why you should be forecasting and what you should do with the forecast to improve your business. Lastly, a detailed guide on improving your hotel's performance by having regular, well-structured Revenue Meetings. What you will learn Rate Parity - what is it; and what can you do about the challenges; Forecasting - should be a fabulous tool for the whole Executive team; Pricing - how should pricing decisions be made, and how can leaders support this function To learn what role the Revenue Meeting has in hotel operations and how you can support this to improve the hotel's performance. What should the Revenue leader do in different scenarios, and how can they help you improve results? Preparing for Automation - To understand the tools and support your revenue, professionals need to provide an excellent service to the property.
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The role of hotel salespeople has changed and evolved as the world and our industry has evolved. Professional hoteliers who manage a salesperson/team or function need to update their knowledge on the changing landscape to ensure they set up their sales function to succeed in the new landscape, ensuring sales work across disciplines to optimise results for the hotel(s) and their owners. This course is suited for anyone managing a hotel, resort or accommodation sales function, whether you have full-time on-site staff, off-property staff or outsourced resources. You will learn: Leisure Sales: the key operators and decision-drivers Corporate Sales: the Corporate RFP season – how to plan, prepare and navigate for success Understanding how contracting works in the complex environment of floating, dynamic and static pricing Operators' models of commission, mark-up and margin Motivating and engaging with your sales team for optimal performance Case study: Walking through an example of what a day or week looks like for a salesperson MICE Sales – the key operators and decision drivers Meetings and functions – are your sales team an efficient, customer-centric team? What should be happening to win more of the group and meetings business? How can operations help?
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This course presents how an accommodation property owner considers property profitability performance related to reservations, digital marketing, sales and distribution. The criteria for assessing the value of accommodation assets are also reviewed. Is there a benefit in rethinking the culture and strategy to meet owners objectives better? Yes! How can you influence owners to invest in marketing and direct sales efforts? We will provide methods for you to: Break down the true cost of sales by channel, including all types of transactions and channel costs. Shift the mindset; analyze costs that represent a marketing investment, straight channel commission, or both. Demonstrate your strategy and how it will increase profit and asset value. Influence and convince owners (or your brand corporate office) to invest more in digital spend. Note: For this lesson, "Owners" can be individual property owners, Owners Representatives, Asset Managers, or a brand/chain that owns the assets. Learn how the owner looks at the property performance and the criteria for increasing the value of their asset. Should you rethink the culture and strategy to meet owners’ objectives better? How can you agree with owners on investing in marketing? What you will learn: Understand the Owner's perspective and how they view their asset. Building a good working relationship with Owners. Breaking down your real cost of sale by channel (most hotels omit certain data you need). Shifting Mindset: Marketing or Direct Channel Commission. Demonstrate your strategy and why it will increase profit and asset value. How to convince owners/head office to invest more in digital.
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Leaders who can inspire and motivate their teams are the foundation of any successful organization. Whether you're a new or experienced leader, "Lead and Manage People" will give you the tools you need to be successful. It is developed specifically for current and aspiring hospitality leaders, from supervisors to executives. In the Lead and Manage People course, you will learn how to lead and manage people effectively, build commitment in your team, and create a high-performing workplace. Learning Outcomes: Model high standards of performance and behaviour - Act as a positive role model through individual performance. - Show support for and commitment to organisational goals in day-to-day work performance. - Interact with team members positively and professionally. How to develop team commitment and cooperation - Develop and communicate short-, medium-, and long-term plans and objectives consistent with organisational goals in consultation with the team. - Communicate team members' expectations, roles and responsibilities to encourage them to take responsibility for their work. - Encourage teams and individuals to develop innovative approaches to work. - Model and encourage open and supportive communication within the team. - Seek and share information from the wider business environment with the team. - Represent team interests in the wider business environment. - Seek feedback from team members and implement changes within the bounds of organisational goals and policies. Manage team performance - Delegate tasks and responsibilities, identify barriers to delegation, and implement processes to overcome the identified barriers. - Evaluate team member skills and provide opportunities for individual development. - Monitor team performance to ensure progress towards the achievement of goals. - Provide mentoring and coaching to support team members. - Motivate individuals and teams to achieve optimum performance. - Provide recognition and rewards for team achievements.
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You can be successful in any meeting if you know how to manage it. This course will teach all the skills and knowledge required for chairing meetings and overseeing preparation processes like preparing minutes or drafting reports. The course applies to individuals in various work environments who are required to organise and manage meetings within their workplace. These individuals may work as senior administrative staff or may be individuals responsible for conducting and chairing meetings in the workplace.
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This course describes the skills and knowledge to develop and maintain a positive and productive workplace environment. It covers all aspects of employee relations impacting managers at the strategic level. It applies to individuals who are non-specialist human resource managers and covers a broad range of employee relations activities.