Setting the scene-Welcome!
Mooc introduction
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Setting the scene-Evolution and Key players
Historical evolution
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The hotel business value chain
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Setting the scene-Models and Growth of the Hotel Business
Franchise and Management agreements
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Growth and the value of branded hotel chains
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Setting the scene-Key Metrics and Revenue
Hotels as economic units
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Introduction to revenue management
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Setting the scene-Conclusion
Trends and challenges
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Wrap-up and conclusion
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Complementary readings
Peer Review documents
A deep dive into hotel distribution-Introduction
Why hotel distribution?
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A deep dive into hotel distribution-The evolution of hotel distribution
The origins of hotel distribution
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The web revolution
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A deep dive into hotel distribution-The hotel distribution space today
Working with the OTAs
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OTA Business Model
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The brand.com site
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The forgotten majority: traditional channels
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A deep dive into hotel distribution-The challenge of distribution costs
The distribution cost puzzle
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The true cost of brand.com
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The price parity paradox
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A deep dive into hotel distribution-Conclusion: predicting the future?
Magnificent Meta-Search
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Disruption in the market place?
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Complementary readings
Peer Review Documents
Direct distribution: the key to hotel success-Introduction: why do you need a direct website?
Introduction
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Direct distribution: the key to hotel success-The web development process
Deciding what you want
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Registering your domain name
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Content
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What is good hotel content?
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Direct distribution: the key to hotel success-Website creation - the technical stuff!
Creating your web pages
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Selecting a good hosting solution
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Direct distribution: the key to hotel success-Driving business to your website
Introduction to online marketing
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Organic search engine marketing
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Paid search engine marketing
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Email Marketing
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Display Advertising
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Affiliate marketing
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Social Media Marketing
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Direct distribution: the key to hotel success-Wrap-up and conclusion
Using Analytics for customer insight
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Wrap-up and conclusion
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Complementary Readings
How to manage your OTA-Introduction
Working With Online Travel Agents
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How to manage your OTA-Why OTA's?
Why OTA's?
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Reach
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The Billboard Effect
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Pay-per-Performance
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Reactivity
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Market Information
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How to manage your OTA-Key success factors
Introduction
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Photos
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Content
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User Reviews
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Competitive Rates
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Manage Availability
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How should a hotel work with Expedia?
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How should a hotel work with Booking.com?
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How to manage your OTA-Conclusion
Conclusion
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Complementary readings
Peer Review Documents