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Course Description

Group events, conferences and negotiated business bookings frequently account for over 50% of hotel room reservations. This course will prepare you to develop your own data-driven, systematic approach to group pricing.

You'll also learn how to anticipate displacement—specifically how a property estimates the number of future arrivals that will have to be turned away when at capacity. Predicting transient business (non-group, individual business travelers) amid negotiated bookings is also a component when considering the effects of displacement on customer satisfaction.

Forecasting displacements and setting parameters for negotiating price will help you determine the number of rooms to allocate to each customer segment. Another key metric is win rate—the probability that a group will accept the quoted price—and the trade-offs to be made around profit margins.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Price and Inventory Controls
  • Price Sensitivity and Pricing Decisions
  • Segmentation and Price Optimization

Faculty Author

Chris K. Anderson, PhD, Associate Professor, Operations Management

Benefits to the Learner

  • Employ transient revenue management techniques and negotiated selling
  • Learn how to calculate optimal market mix
  • Determine the optimal mix of negotiated versus transient business
  • Evaluate requests for group/negotiated business

Target Audience

This course is designed for general managers, revenue and finance managers, operations, sales, marketing and other hospitality professionals who are responsible for the financial performance of their organization. Professionals with at least 3 years of experience in their industry will see the greatest benefits. This course provides advanced instruction in revenue management and teaches the industry-critical skills and advanced techniques used by top performers the world over.
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Cornell University's School of Hotel Administration
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