Chris Anderson is a professor at the Cornell Nolan School of Hotel Administration. Prior to his appointment in 2006, he was on the faculty at the Ivey School of Business in London, Ontario, Canada. Professor Anderson’s main research focus is on revenue management and service pricing. He actively works in the application and development of revenue management across numerous industry types, including hotels, airlines, and rental car and tour companies, as well as numerous consumer packaged goods and financial services firms. Professor Anderson’s research has been funded by numerous governmental agencies and industrial partners. He serves on the editorial board of the Journal of Revenue and Pricing Management and is the regional editor for the International Journal of Revenue Management. At the Nolan School of Hotel Administration, Professor Anderson teaches courses in revenue management and service operations management.
Competitive Pricing and Revenue ManagementImmersion Program
Revenue Management
Immersion ProgramCompetitive Pricing and Revenue Management ()
Tell me more!Live Virtual
Course Overview
Traditional hotel pricing hinges on ensuring rooms are available for late-arriving, higher-yielding guests while building base demand with other consumer segments through the use of historic demand patterns. Given today's online and connected traveler, revenue management needs to rely less on historic demand patterns, focusing instead on pricing by capitalizing on digital marketing opportunities to ensure hotels drive demand while avoiding rate dilution through excessive discounting actions. Using a strategic pricing simulation, you'll develop an understanding of the interplay between pricing and digital marketing and refocus RM on profit versus revenue.
PROGRAM SCHEDULE
Session 1:
- The State of Revenue Management Today
- Wednesday, April 10, 2024: 10:30am - 1:30pm (ET)
Session 2:
- Competitive Pricing
- Friday, April 12, 2024: 10:30am - 1:30pm (ET)
Session 3:
- Digital Marketing With Google, Meta, and OTAs
- Wednesday, April 17, 2024: 10:30am - 1:30pm (ET)
Session 4:
- Profit Optimization Through Integrated Marketing and Pricing
- Wednesday, April 24, 2024: 10:30am - 1:30pm (ET)
Key Course Takeaways
- Discuss the fundamentals of competitive pricing
- Examine the role of forward-looking demand metrics
- Explore the dynamics of revenue versus profit optimization
- Assess the moderating role of digital marketing in low-demand environments
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Chris Anderson
Professor
Cornell Nolan School of Hotel Administration
Professor, Nolan School of Hotel Administration, Cornell SC Johnson College of Business
Who Should Enroll
- General managers overseeing full-service hotels
- Senior hospitality professionals such as managing directors, assistant general managers, executive assistant managers, and operations directors
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