Skill Level
All
Lessons
18
Videos
20
Duration
8 hours
Overview
The foundational principles of revenue management in today’s hotel landscape. This course is designed to provide a comprehensive, real-world introduction to hotel revenue management for both emerging professionals and seasoned leaders looking to sharpen their commercial strategy. With practical tools, industry insights, and strategic frameworks, the course guides you through the core components of revenue management and its critical role in driving hotel profitability.
COMPLETING THIS COURSE WILL HELP YOU:
- Understand the foundational concepts of hotel revenue management and how they’ve evolved
- Explore the role of the revenue professional and the cross-functional collaboration required to drive success
- Examine key performance metrics and how to analyze, interpret, and act on data
- Navigate distribution strategies, digital marketing, and the convergence of sales and revenue disciplines
- Apply total hotel revenue optimization, considering all revenue streams beyond rooms
- Align revenue strategies with ownership expectations, asset management goals, and profit-and-loss outcomes
WHO SHOULD TAKE THIS COURSE?
Whether you’re new to the discipline or seeking to refine your skill set, this course delivers the essential knowledge and tools to lead with confidence in the modern hotel environment.
REGIONAL, CORPORATE AND PROPERTY LEVEL:
- Directors of Revenue Management
- Commercial Leaders
- Director of Sales and Marketing
- Regional Sales, Marketing or Revenue Managers
- Aspiring Revenue Managers
- General Managers
- Sales Managers
The most comprehensive hotel revenue management training available today!
LEARNING PATH
In this first module we cover the an overview of the history and the future of revenue management.
30 minutes
In this lesson we cover gaining situational awareness, developing a revenue strategy and how to communicate and measure that strategy.
30 minutes
We’ll discuss the role of the revenue professional, what determines the most qualified candidates and identifying any talent gaps.
30 minutes
In this session we cover the the organizational structure – on property, centralized, outsourced and brand managed. We also review goal alignment and leadership.
30 minutes
This is an Econ 101 session and we will review both macro and micro economics as it pertains to our industry.
30 minutes
This lesson will review the external and internal influences on your property. What are the market trends, demand indicators, who are your competitors, what should you be benchmarking and how you can maximize your market position.
30 minutes
We will help you distinguish your customer segments based on common characteristics. We will review the evolving approach and share what sources play into segmentation.
30 minutes
Forecasting is the foundation of revenue management and we will cover several topics here. Determining which forecast will most closely align with your objectives is critical and this is where you will learn your options.
45 minutes
We will cover pricing strategy best practices. Topics included will be tactical, discounting, pricing methods, rate fences and one to one revenue optimization.
30 minutes
We will discuss inventory controls, channel costs, overselling, stay pattern management and other inventory essentials.
45 minutes
We will define total hotel revenue optimization, assess the oportunities and share the 5 key steps for a total hotel revenue optimization. This may include F&B, function space, Golf Course or Spa and even casino floor operations.
45 minutes
In this lesson we will build a framework of cross functional and disciplined performance analysis. We will look at the metrics, reporting process and data storytelling.
45 minutes
We will review essential hospitality systems, and the tech stack decision process.
30 minutes
In this section we will cover the investment objectives of owners – and what owners want every revenue manager to understand.
We will do a review of the hotel distribution landscape and dive deeper into third parties – OTAs, group intermediaries, alternative accommodations and mobile.
30 minutes
We will review what every revenue manager needs to understand about digital marketing. From the framework of the marketing strategy to outlining tactics.
30 minutes
We analyze the importance of the Sales and Revenue Management Optimization relationship and share key insights into the sales cycle and how to better communciate and collaborate.
30 minutes
Topics covered here include alternative accommodations, resort and urban fees, artificial intelligence, consumer personalization and the changing customer segmentation.
30 minutes
One of the facilitators of this course – Tim Wiersma, is the co-author of the HSMAI study guide for the CRME – Certified Hotel Revenue Manager, available for purchase separately.
Tim Wiersma
Principal, Revenue Generation, LLC
meet your instructors
With more than three decades of experience in the hospitality industry, Tim Wiersma is recognized as a leader in revenue management and commercial strategy. Specializing in property and portfolio revenue management, sales, marketing, distressed-asset turnaround, and asset assessment, he consistently delivers results for properties around the world.
In more recent years Tim’s business has grown significantly in the area of building commercial analytics platforms where he and his associates apply data science to enhance profitability for hotels, resorts and event spaces.
Before founding Revenue Generation, Tim was a vice president with Host Hotels and Resorts, a Fortune 500 company and the largest premiere real estate hospitality company in the world. He has also held a vice president position at TPG Hospitality, a private equity firm with over 60 full-service hotels representing all major markets and brands, and he was vice president Red Roof
Group where he oversaw the Revenue Strategy of over 650 economy hotels. He has held other corporate-level positions with Starwood Hotels and Resorts and Canadian Hotel Income Properties and has been a key advisor for Marriott International in sales and revenue management.
Over the course of his career, Tim has worked with all major brands and independent properties and has developed top line business intelligence tools, dashboards, and business configurations to assist hotels in driving optimal results. He thrives on finding innovative ways to turn around underperforming assets while motivating sales and revenue teams.
Tim holds a BA in Business Administration and Finance. He is an active member of HSMAI (Hospitality Sales and Marketing Association International) and is past chair of HSMAI ‘s Revenue Optimization advisory board.
In his spare time, Tim enjoys spending time with family and friends and on weekends you will often find him piloting a Cessna or Piper aircraft.
Christa King
President, King Hospitality Consulting
meet your instructors
With over 30 years of pioneering commercial strategy in hospitality, Christa King specializes in helping brands and teams unlock their highest potential for growth and transformation. She has led high-impact revenue strategies for some of the world’s most iconic hospitality brands, including Ritz-Carlton, Marriott International, Joie de Vivre Hospitality, Noble House Hotels & Resorts, The Dorchester Collection, Montage Hotels & Resorts, The Modern Elder Academy, Beckley Retreats, and other prestigious names.
Her expertise spans branded and independent luxury, resort, boutique, convention, retreat, outdoor, and full-service properties. Christa is known for identifying and activating untapped revenue opportunities while fostering high-performing, engaged team cultures. Her strengths-based leadership approach maximizes satisfaction, talent growth, and long-term team success.
In 2022, Christa expanded her focus into the wellness and retreat space, serving as VP of Admissions for the Modern Elder Academy. Since then, she has continued her work in transformational hospitality with Green Rock Retreats, Beckley Retreats, Spacious Skies Campgrounds, Emberglow Outdoor Resort, and Valley Bear Farms—bringing a deep commitment to meaningful, life-enhancing guest experiences.
TRAINING RELATED FAQs
You will have access to Hotel Revenue Fundamentals for six months. Â
The course will take about 8 hours in total – depending on how much time you spend on the activities. You are able to start, pause, restart at any time. The beauty of online, self paced courses like this is that you are able to speed up or slow down, based on your learning pace. It is up to you!
This is a fundamentals course so it covers the basics – but ALL of the basics. It is a very comprehensive course. If you are new in revenue management, or if you are in a commercial role where you need to understand revenue management, this is the course for you. If you are a seasoned revenue analyst, this course is probably not for you unless you want a refresher on the basics.
Yes – if you have a team that you want to take the course, reach out to [email protected] and we can share our volume pricing. Â