Hotel Revenue Management 101

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Course features
  • Author: hotelladder.com
  • Level: Foundation +
  • Study time: 5-7 hours
  • Video time: 4 hours
  • Assessment: Yes
Course overview
Learn Pricing Strategy & Revenue Optimisation
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Certification included
Revenue management drives pricing and profitability—yet most distribution, sales, and marketing professionals misunderstand how it actually works. Revenue Management 101 builds fluency in forecasting, dynamic pricing, inventory control, and performance metrics. Understand revenue optimisation principles, how RM integrates with distribution and sales strategy, and how AI is reshaping revenue decisions while strategic judgment remains essential.

What You'll Learn

Forecasting & Data-Driven Decision Making

Understand demand forecasting fundamentals, building accurate forecasts from historical data and forward-looking pace, and avoiding common pitfalls. Learn how AI enhances forecasting accuracy and how revenue teams use forecasts to drive tactical pricing, inventory, and distribution decisions. Master the communication of forecasts across commercial functions.

Pricing Strategy & Optimisation

Decode BAR structure, rate fencing logic, and dynamic pricing fundamentals. Learn behavioural pricing principles (anchoring, reference pricing), channel-specific rate strategy, and ancillary revenue optimisation. Understand how AI-powered pricing works, when to override algorithms, and ethical considerations in dynamic pricing and data privacy.

Inventory Management & Performance Analysis

Develop fluency in length-of-stay optimisation, displacement calculations for group business, overbooking strategy, and channel inventory allocation. Master core revenue metrics (RevPAR, ADR, Occupancy, GOPPAR, TRevPAR), competitive benchmarking with STR, segmentation analysis, and building performance dashboards that drive commercial decisions.
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Who This is For

Perfect for
  • Distribution and marketing professionals needing to understand pricing strategy
  • Sales professionals wanting to understand displacement analysis and group pricing
  • New revenue coordinators and analysts building strategic foundation
  • Operations managers transitioning into commercial roles
  • Professionals considering revenue management career paths

Not ideal for:
  Experienced revenue directors (likely too foundational)
  Those seeking tactical pricing hacks without strategic context
  People wanting system specific RMS training (this is methodology and not a software tutorial)

Why Revenue Management Fluency Matters

If you're in distribution:

You can't optimise channel mix without understanding how pricing strategy, rate fencing, and inventory controls work. Revenue management fluency helps you make strategic distribution decisions that protect rate integrity.

If you're in sales:

Understanding displacement analysis, forecasting methodology, and pricing principles helps you position group business appropriately and negotiate effectively with revenue management. You'll stop fighting RM decisions you don't understand.

If you're in marketing:

Revenue management drives the pricing and availability you're marketing. Understanding RM helps you time campaigns appropriately, set realistic expectations, and collaborate on promotional strategy that actually improves profitability.

For hotel organisations:

Commercial teams with revenue management fluency make better trade-off decisions, reduce channel conflict, and collaborate more effectively around pricing and inventory strategy.

What's Included?

Pricing Strategy & Revenue Optimisation

Expert Video Instruction

Strategic teaching from 20+ years managing revenue strategy across independent properties, branded hotels, and diverse market conditions.

Implementation Toolkits

Forecasting template and scenario planning tool | BAR structure builder | Displacement calculator for group business | Performance dashboard template | Competitive set analysis framework | RMS evaluation guide

Real-World Case Studies

See how independent properties, branded hotels, and resorts apply revenue strategy across different market dynamics and competitive conditions.

Digital Certificate

Professional completion certificate validating revenue management fluency for career development discussions.

Lifetime Access

Purchase once, access forever. Return as revenue management evolves and your career advances.

Framework™ Pathway

Counts toward three-course prerequisite for The Hotel Profit Engine Framework™ certification.

What Makes This Course Different

Built for Non-Revenue Professionals

Designed specifically for distribution, sales, and marketing professionals needing revenue fluency—not revenue managers needing advanced optimisation tactics.

Commercial Integration Focus

Revenue management taught as integrated commercial function coordinating with distribution, sales, and marketing—not as isolated pricing activity.

Balances Art and Science

Explains both the analytical foundations and the strategic judgment required. Revenue management isn't just algorithms—it's knowing when to override them.

AI Context Without Hype

Honest assessment of what AI can and can't do in revenue management. Focuses on developing strategic judgment that remains essential despite automation.

Economics Over Vanity Metrics

Teaches profitability focus (GOPPAR, TRevPAR) over pure revenue maximization. Revenue management serves profit optimisation, not just RevPAR growth.

Addresses Commercial Tensions

Openly discusses the inherent tension between revenue management and sales, marketing promotional desires, and distribution rate integrity—and how to navigate them productively.
pricing

The Investment

Build revenue management fluency that transforms how you think about pricing, profitability, and commercial trade-offs. Choose single course for targeted development or complete bundle for comprehensive cross-functional understanding.

Single Course

A one-off payment of £97

Complete Accelerator Bundle

A one-time payment of £297 (all five 101 courses - Save £188)

Money Back Guarantee

Complete Module 1. If it doesn't meet expectations, request full refund within 14 days.

Frequently Asked Questions

I'm not in revenue management. Is this still relevant?

Absolutely—that's who it's designed for. Distribution, sales, and marketing professionals need revenue management fluency to make integrated commercial decisions.

Is this too basic for someone with RM exposure?

It's intermediate-level strategic understanding. Not "what is RevPAR" basics, but not ultra-advanced optimisation mathematics either. Most commercial professionals underestimate how much strategic RM knowledge they're missing.

Will this teach me to run an RMS?

You'll understand how revenue management systems work and how to evaluate them strategically, but this isn't software-specific technical training. It builds fluency to make strategic revenue decisions.

How does this connect to distribution?

Distribution provides the channels. Revenue management optimises pricing and inventory across those channels. Understanding both creates better commercial strategy—you'll see the integration throughout.

Do I need RM experience to take this?

No. It's designed for commercial professionals from other disciplines. Basic hotel operations understanding and comfort with numbers is helpful but advanced analytics skills aren't required.

Can I apply this immediately?

Yes. Every module includes frameworks and tools you'll use in your current role—whether that's better collaboration with revenue teams, understanding displacement decisions, or making strategic revenue choices yourself.

Does this count toward Framework™ certification?

Yes. Revenue Management 101 is one of five Accelerator courses. Complete any three (including this one) to qualify for The Hotel Profit Engine Framework™.

Ready To Build Revenue Management Fluency?

Yes. Revenue Management 101 is one of five Accelerator courses. Complete any three (including this one) to qualify for The Hotel Profit Engine Framework™.

 Single Course: Perfect if you're targeting specific revenue management knowledge gaps
 Complete Bundle: Best value if you're building comprehensive cross-functional fluency (required for Framework™)
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Brilliant Course

Easy to follow, nice exercises. It is actually good to cover the basics of hotel marketing, even if you are not an absolute beginner, and especially if you are self taught.

Josh Stobard

Recommended

I really would recommend this course to everyone interested in hotel marketing and willing to work on their skills. The course is oriented to being effective with hotel marketing.

Helen Red

Very Helpful

I have completed this course and now I know the basic fundamentals of Marketing which are highly important for a success in hotel commercial teams.

Nick Jonas

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