Revenue management is where strategy meets numbers, and where small decisions can make a huge difference in profitability. In this masterclass, we go far beyond pricing tactics to explore the full spectrum of revenue management practices that empower hotels to thrive in competitive markets. Participants will learn how to interpret data, anticipate demand, optimize pricing and distribution, and make strategic decisions that increase both short-term results and long-term profitability.

What this course covers:
This program is designed to reflect the complexity and diversity of revenue-related challenges in modern hospitality. Topics include (but are not limited to):

• Forecasting and demand patterns – understanding seasonality, events, and booking behaviors to predict occupancy and revenue.
• Pricing strategies – from dynamic pricing to value-based approaches that balance competitiveness with profitability.
• Distribution channels – evaluating the role of OTAs, direct bookings, corporate contracts, and group business.
• Performance metrics – analyzing key KPIs such as RevPAR, ADR, and GOPPAR, and how they interconnect with financial performance.
• Upselling and cross-selling – integrating front-office and F&B initiatives into revenue strategies.
• Market segmentation – identifying and serving the right mix of business (corporate, leisure, group, online) to optimize yield.
• Technology in revenue management – exploring RMS tools and data dashboards that support smarter decisions.

Through these topics, participants will not only acquire theoretical knowledge but also practical decision-making skills that can be applied immediately in their hotel environment.

Learning methodology:

• Applied case studies based on real hotel scenarios (e.g., pricing decisions before a major city event, or managing group requests during high-demand periods).
• Interactive exercises in forecasting, segmentation, and channel mix to build confidence in analytical skills.
• Reflection activities that help participants connect revenue management strategies with their own hotel’s reality.
• Checklists and frameworks that provide step-by-step guidance for sustainable revenue growth.

By the end of this masterclass, participants will see revenue management not as a technical back-office task, but as a strategic leadership tool that influences every part of the hotel operation.