Managing Hospitality Distribution

Catalog description

In this course, we frame the issue of channel distribution, and look at recent trends. Costs and benefits of each distribution channel are evaluated, and channels are studied in the context of the segments and types of customers they deliver to hotels. We use a 'channel x segment' framework to study the impact of distribution approaches, and we consider source markets as well. We examine 'preference' and the associated payments to achieve that. Metrics and analysis approaches play a significant role in distribution, and that is reflected throughout this course. Issues such as the Billboard Effect and Onward Distribution are examined. We will study 'bias-direct' strategies that hotels have implemented, and take a 'Game Theory' approach to analyzing such decisions. Group and individual projects give the opportunity to apply what we learn to real-world scenarios.