Skill Level
All
Modules
5
Videos
9
Duration
4 hours
THE HOTEL VENDORS PLAYBOOK
How to Build Products, Market and Sell To Hotels
$199
Overview
This course is useful for any vendor seeking to enter and grow their business in the travel and hospitality industry (hotels, vacation rentals, restaurant meetings & events). However, it is tailored to technology companies.
You will discover how to:
- BUILD products with a keen understanding of the end user, utilizing Scrum methodologies. Access a detailed diagram depicting 17 end-user personas within our industry.
- MARKET your products effectively by identifying the right target segments. Learn to analyze market potential, construct opportunity assessments, and calculate revenue potential after clearly defining your target segments.
- SELL your products efficiently to key decision-makers. Understand integration dependencies and barriers, plan your partnership strategy, and identify decision-makers across various industry segments.
These insights will significantly enhance your marketing and sales strategies, enabling rapid scaling in the complex hospitality environment.
Guided by Ira Vouk, author of the industry best-seller “Hospitality 2.0”, participants will become familiar with the latest disruptions that have transformed hospitality into a whole new realm. Get a deep dive into the future trends of the next 5-10 years, as well as areas of value creation and opportunities for investment, and not only financial investment, but also investment of your talent, time, and resources.
Join us and gain a deep understanding of the travel and hospitality technology ecosystem, preparing you to achieve remarkable success in this ever-evolving industry.
COMPLETING THIS COURSE WILL HELP YOU:
- Understand the composition of the industry that affects technology adoption, including fragmentation, stakeholders, main categories of decision-makers, and the layout of the tech ecosystem.
- Measure market potential, learn how to optimally market and sell to the right target audience, and find key decision-makers.
- Build an optimal product roadmap and product management strategy with the right user in mind, using Scrum methodologies.
- Scale your products effectively by considering integration dependencies that exist within the complex hospitality technology environment.
WHO SHOULD TAKE THIS COURSE?
- Hospitality technology providers looking to scale their products within the hospitality industry.
- Any business aiming to sell to hospitality companies, including hotels, vacation rentals, restaurants, and meeting & event venues.
- Professionals in technology companies targeting the travel and hospitality sector, such as product managers, sales, marketing, and customer service teams.
- Investors, founders, and executives seeking to understand the complexities of the hospitality technology ecosystem.
who should take
this course?
- Hospitality technology providers looking to scale their products within the hospitality industry.
- Any business aiming to sell to hospitality companies, including hotels, vacation rentals, restaurants, and meeting & event venues.
- Professionals in technology companies targeting the travel and hospitality sector, such as product managers, sales, marketing, and customer service teams.
- Investors, founders, and executives seeking to understand the complexities of the hospitality technology ecosystem.
- Directors of Sales and Marketing
- Sales Managers
- Catering Sales Managers
- Directors of Sales and Marketing
- Sales Managers
- Catering Sales Managers
LEARNING PATH
This section covers the basics, from an intro and quick overview of hospitality to understanding why tech adoption in hospitality is slower than in other industries. It explains the industry composition, which affects technology adoption (fragmentation, stakeholders, main categories of decision-makers). We’ll also explore how hospitality operations are changing with tech and why data is crucial to decision-making. This section is a practical exploration of the industry’s tech landscape.
Three 15 minute videos and activities – 1 hour
This section is dedicated to exploring the Hospitality Technology Ecosystem, unraveling its complex layout, and understanding integration dependencies that affect technological innovation in the hospitality sector. It begins with an overview of the Hotel Technology Ecosystem, providing a foundational understanding, and then explores the main categories of existing vendors, shedding light on their roles and functions. The overview extends beyond lodging to non-lodging tech areas like restaurants, meetings & events, and theme parks. This section also navigates the complex landscape of OTA relationships, as part of the overview of the Distribution category.
Two 14 minute videos and activities – 45 minutes
This section focuses on equipping vendors selling their products in the hospitality industry to scale their operations and excel in this competitive market. Here, we will explore key strategies for product development tailored to the end user, effective marketing approaches to target specific industry segments, and successful sales techniques aimed at engaging the appropriate decision-makers. The following few lessons will be eye-opening and help unveil essential insights for achieving growth and scalability in travel and hospitality.
Using Scrum methodologies, you will learn how to build an optimal product roadmap and product management strategy with the right user in mind. You will understand how to measure market potential and optimally market and sell to the right target audience and find key decision-makers. Finally, you will gain valuable knowledge that will help you scale your products effectively, with the consideration of integration dependencies that exist in the hospitality environment.
Two 14 minute videos and activities – 45 minutes
This section is dedicated to providing insights into the anticipated technological evolution within our industry over the next 5-10 years. In this segment, we examine the main trends that are poised to shape the industry and explore potential Investment opportunities in hospitality technology. Designed to facilitate a comprehensive understanding, this module serves as a valuable resource to navigate the future of hospitality tech. Offering detailed insights into emerging trends and strategic investment prospects, it equips learners with the knowledge necessary to stay ahead in the dynamic realm of technological advancements within the hospitality sector.
Three 22 minute videos and activities – 1 hour 15 minutes
This bonus lesson presents a comprehensive diagram of the current hotel technology map that has recently gained popularity among hospitality professionals worldwide. Derived from various sources, the diagram categorizes tools into color-coded segments, placing them on the spectrum of guest-facing versus back-office functionality. This visualization simplifies the intricate landscape of hotel technology, offering clarity and organization. The goal of the diagram is to enhance industry professionals’ understanding of the ecosystem’s structure, tool relationships, functionality, and roles within Hospitality 2.0. The lesson concludes by emphasizing the complex web of relationships between these tools, underscoring the importance of understanding integration dependencies for building a robust tech stack.
One 10 minute video and activities – 15 minutes
Ira Vouk
Author of "Hospitality 2.0" / Hospitality tech consultant
meet your instructor
Ira Vouk is the acclaimed author of top industry publications “Revenue Management Made Easy” and “Hospitality 2.0” and the originator of the first in the industry online learning course on hospitality technology, currently offered to large organizations all over the world.
Ira is a hospitality consultant and tech innovator who brings nearly two decades of practical industry experience, predominantly championing the role of revenue management and the use of data and technology to provide hospitality companies with insight to lead their business strategy better.
She is a public speaker and educator on revenue and profit optimization, distribution and hospitality tech and currently teaches Hospitality Technology at Payne School of Hospitality and Tourism Management at SDSU.
Global Technology 100 member @ HTNG, HITEC Advisor @ HFTP, Strategic Advisor @ HTNG, Hospitality & Tourism Alliance Advisory Board Member @ The California State University, former Advisory board member at Cornell CHR @ School of Hotel Administration.
Ira is also a contributing writer for various hospitality publications and platforms and a guest lecturer at various universities worldwide: UDEL, DU, SJSU, University of Angers (France), ESSEC School of Business (France).