HOTEL REVENUE MANAGEMENT
Maximizing revenue potential is critical in today’s competitive hospitality industry. This two-day intensive programme equips hospitality professionals with the skills and strategies to optimize revenue across rooms, F&B, and ancillary services while making smarter, data-driven decisions. Through interactive lectures, real-life case studies, simulations, and role plays, participants will build practical expertise in demand forecasting, market segmentation, pricing strategies, and distribution management. The course also explores how to leverage online platforms, digital channels, and technology to enhance performance, concluding with actionable strategies to foster a revenue-focused culture that drives long-term business success.
Who Should Attend
- Hotel managers, revenue managers, front office managers, sales & marketing executives, and aspiring leaders in the hospitality industry
TRAINING METHODOLOGY
This programme applies a highly practical and engaging approach to ensure participants gain both knowledge and real-world application. Interactive lectures provide a strong foundation of revenue management concepts, while hotel case studies allow participants to analyze real scenarios and extract actionable insights. Group simulations create a dynamic environment where teams practice decision-making and strategy development under realistic conditions. Role plays further enhance learning by building confidence in applying techniques to guest interactions, team discussions, and revenue-focused decision-making. Together, these methods ensure a well-rounded, hands-on learning experience that translates directly to workplace success.
Course Objective
By the end of this course, participants will be able to:
- Understand the fundamentals of hotel revenue management.
- Apply key performance indicators (ADR, RevPAR, Occupancy, GOP, RevPAM).
- Develop effective pricing strategies to maximize profitability.
- Implement demand forecasting and market segmentation techniques.
- Optimize distribution channels and online booking platforms.
- Apply revenue management to rooms, F&B, and ancillary services.
- Foster a culture of revenue management within hotel teams.
Course Content
Day 1: Fundamentals of Revenue Management
Session 1: Introduction to Hotel Revenue Management
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Importance and evolution of revenue management
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Core principles: right room, right customer, right price, right time
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Activity: Group discussion – “Revenue challenges in our hotels”
Session 2: Key Metrics & Performance Indicators
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ADR, RevPAR, GOPPAR, Occupancy Rate, TrevPAR, RevPAM
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Calculating and interpreting KPIs
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Benchmarking and competitive set analysis
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Activity: KPI calculation exercise with case study
Session 3: Market Segmentation & Customer Behavior
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Types of segmentation: corporate, leisure, group, online, walk-in
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Guest booking behaviors and patterns
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Identifying high-value segments
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Activity: Create a segmentation profile for your property
Session 4: Forecasting Demand & Capacity Management
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Forecasting models and techniques
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Seasonality, special events, and demand patterns
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Balancing occupancy vs. profitability
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Activity: Forecasting simulation exercise
Day 2: Advanced Revenue Management Practice
Session 5: Pricing Strategies
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Dynamic vs. static pricing
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BAR, corporate, and group rates
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Upselling and cross-selling strategies
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Activity: Pricing scenario role-play
Session 6: Distribution Channels & Online Strategies
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Direct bookings vs. OTAs
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Channel management and cost of distribution
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CRS, GDS, and booking engines
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Activity: Case study – OTA vs. direct booking profitability
Session 7: Revenue Optimization Beyond Rooms
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F&B revenue management basics
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Ancillary services: spa, events, transport, etc.
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Total hotel revenue management (THRM)
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Activity: Group exercise – “Designing a total hotel revenue plan”
Session 8: Building a Revenue Management Culture
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Role of revenue managers vs. department managers
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Aligning sales, marketing, and operations with revenue goals
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Using technology and BI tools for decision-making
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Activity: Action plan – “Revenue strategies I will implement at my hotel”
Enquiry
For More info, Click & Enquire Now
Or Call Us : +6016 338 2229
Course Schedule
Date: 2 Days
Time: 9 AM – 5 PM
Course Fee
Inclusive of training material, certificates & meals.
Our course is HRDF claimable.
Contact us to claim for promo rate.
Location
Axon Consultancy Sdn Bhd
No. 2-2, Plaza Usahawan Genting Kelang,
Jalan Danau Niaga 1, Taman Danau Saujana,
53300 Kuala Lumpur.
Certificate
- A Certificate of Attendance will be issued upon meeting the following criteria.
- To qualify for the award of the award of the Certificate of achievement, a participant must achieve 100% attendance and participate in all team discussions
Registration
Enquiry
Or Call Us : +6016 338 2229
About The Trainer & Programme
To know more about our trainer, download brochure.