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Industry

Hospitality Leadership Through Learning
Industry

Demand Management in Hospitality

Course Focus

Hospitality demand management is defined as the art and science of dynamically managing demand for hospitality services to optimize profitability and customer relationships.* It relies on, and goes beyond, traditional applications of pricing, revenue management, marketing and channel distribution to manage near and long term demand from key customer segments. The course presents the current trends in hospitality service demand from the leisure, business and group segments plus a set of principles for managing and balancing demand from each of the segments. This is done in the context of an evolving distribution environment where distribution and marketing is increasingly moving online and to mobile devices. The course uses class presentations, discussions, and in-class exercises where general managers are able to apply their experiences to elucidate demand management concepts. ____________________________________________________________ *Chris Anderson and Bill Carroll, “Demand Management: Beyond Revenue Management,” Journal of Pricing and Revenue Management, Vol. 6, 4 260-263.

Key Benefits

Learn the latest trends in on- and off-line marketing, including search, social media and mobile distribution.

Understand and use key principles for managing hospitality demand including pricing, revenue management, and channel management.

Experience and learn from presentations, in-class exercises, and discussions with other managers how demand management principles can be applied in a competitive market environment to produce profits and market share.

Topics Include:

  • Practical hospitality demand theory
  • Recent technological and economic developments in pricing and distribution channels, including search, social media and mobile
  • Key characteristics of business, leisure and group demand
  • Principles for managing hospitality demand in the short and long term

Faculty