The main objective of this module is to equip participants with better tools and methods to utilize revenue management techniques in today’s very competitive business environment. This module will show participants the hotel revenue management approach: the start and evolution of revenue management along with the strategic levers and benefits. As part of the revenue management process, the module will also cover forecasting and controlling availability: the importance of forecasting, steps of forecasting and controlling availability, and use of future demand intelligence. Through case studies and scenario based discussions, participants will gain a deep understanding of strategic pricing and management of distribution channels, including value creation, price structure, price and value communication, setting price level and rate fences, reputation management, relationship among channel distribution, importance of direct bookings, loyalty programmes and profitability.