{"id":3331,"date":"2017-12-14T16:05:34","date_gmt":"2017-12-14T16:05:34","guid":{"rendered":"https:\/\/www2.ift.edu.mo\/NewsPortal\/?p=3331"},"modified":"2017-12-14T16:07:23","modified_gmt":"2017-12-14T16:07:23","slug":"ift-hosts-executive-programme-on-hotel-demand-management","status":"publish","type":"post","link":"https:\/\/www.utm.edu.mo\/NewsPortal\/ift-hosts-executive-programme-on-hotel-demand-management\/","title":{"rendered":"IFT hosts executive programme on hotel demand management"},"content":{"rendered":"<div id='gallery-1' class='gallery galleryid-3331 gallery-columns-2 gallery-size-herald-lay-a'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a class=\"herald-popup\" href='https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"990\" height=\"556\" src=\"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-990x556.jpg\" class=\"attachment-herald-lay-a size-herald-lay-a\" alt=\"\" aria-describedby=\"gallery-1-3329\" srcset=\"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-990x556.jpg 990w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-470x264.jpg 470w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-640x360.jpg 640w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-215x120.jpg 215w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-300x168.jpg 300w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/042-2-414x232.jpg 414w\" sizes=\"auto, (max-width: 990px) 100vw, 990px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3329'>\n\t\t\t\tDr. Bill Carroll (left), former Clinical Professor at Cornell University\u2019s School of Hotel Administration, led the programme \n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a class=\"herald-popup\" href='https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"990\" height=\"556\" src=\"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-990x556.jpg\" class=\"attachment-herald-lay-a size-herald-lay-a\" alt=\"\" aria-describedby=\"gallery-1-3328\" srcset=\"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-990x556.jpg 990w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-470x264.jpg 470w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-640x360.jpg 640w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-215x120.jpg 215w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-300x168.jpg 300w, https:\/\/www.utm.edu.mo\/NewsPortal\/wp-content\/uploads\/2017\/12\/EDP-414x232.jpg 414w\" sizes=\"auto, (max-width: 990px) 100vw, 990px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3328'>\n\t\t\t\tGroup photo\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<span class='pum-trigger  popmake-3334  text-center font-blue' data-do-default=''>\u4e2d\u6587\u6458\u8981 \/ Summary in Chinese<\/span>\n<p>IFT and Cornell University, in the United States, held on 7 and 8 November in Macao an executive development programme for hotel professionals on the subject of \u201cDemand Management: Maximising Hotel Revenue Through Distribution Channels\u201d.<\/p>\n<p>Dr. Bill Carroll, former Clinical Professor at Cornell University\u2019s School of Hotel Administration, led the programme at the Pousada de Mong-H\u00e1 at IFT\u2019s main campus. More than 20 industry professionals based in Macao \u2013 including several members of the IFT teaching staff \u2013 took part.<\/p>\n<p>\u201cDemand management encompasses pricing, revenue management, marketing management and reputation management,\u201d notes Dr. Carroll. \u201cIt means you are taking a comprehensive look at making the consumer aware of your services; making them engaged with the services; getting them to pay for the services; and [having them] talking about the service after it is all over,\u201d he adds.<\/p>\n<p>\u201cMost of the [Macao hotels] are encompassing those activities within the analytics of what they do on a day-to-day basis,\u201d says Dr. Carroll, pointing out that much of the value of the programme was for these busy professionals to share their experience and to gain insights into current theory on the subject.<\/p>\n<p>\u201cThis marketplace [Macao] has a tremendous focus on the Chinese consumer, and how that consumer reacts; and that behaviour is very different from other parts of the world,\u201d he observes.<\/p>\n<p>Dr. Carroll\u2019s professional marketing experience includes working as Vice President for Global Marketing Planning in the car rental division at the Hertz Corporation, where he was responsible for global pricing, yield management, marketing information systems, and counter sales.<\/p>\n<p><strong>Participant perspective<\/strong><\/p>\n<p>Among the programme participants was Mr. Lawrence So, Director of Sales for the Sheraton Grand Macao and St. Regis Macao.<\/p>\n<p>He says: \u201cIt was a great opportunity to work together with so many talented people from different hotels, covering sales management, sales revenue management and operations.\u201d Mr. So adds: \u201cWe were able to exchange ideas via a lot of discussion in an atmosphere that was also fun.\u201d<\/p>\n<p>He says some of the main insights he gained related to Internet-based sales and the developing network of modern distribution channels.<\/p>\n<p>\u201cHow we deal with OTA [online travel agency] issues, and in terms of [marketing] distribution channels through intermediates and direct selling, were important,\u201d he states. \u201cIt gave us ideas about how to maximise our revenues in the long run,\u201d Mr. So adds.<\/p>\n<p>\u201cBy putting on this course, IFT is helping a lot of professionals working in the industry to share and update our knowledge,\u201d says the executive.<\/p>\n<p>Mr. Calvin Toh, Deputy General Manager at Rio Hotel in Macao, also took part in the programme. \u201cOne of the important things I gained from the programme is the theories and the different formulas incorporated in the course,\u201d he says.<\/p>\n<p>Mr. Toh adds: \u201cI have been able to learn from the different experiences of peers, via this course. This allows me to explore ways of improving what I am actually doing right now.\u201d<\/p>\n<p>Mr. Toh says he will also share this knowledge with colleagues. \u201cFrom this course I have thought of a couple of new ideas about how we could improve the overall sales in our company.\u201d<\/p>\n<p>Asked if he would recommend IFT executive development courses to friends and colleagues, Mr. Toh says: \u201cDefinitely. IFT is becoming a major industry player in this area.\u201d<\/p>\n<p>He adds: \u201cThis is my second course at IFT: the previous one was on human resources. IFT is doing a great job not just in bringing new talent into the workforce, but also updating the current workforce regarding their existing skills and giving them access to new methods.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>IFT and Cornell University, in the United States, held on 7 and 8 November in Macao an executive development programme for hotel professionals on the subject of \u201cDemand Management: Maximising [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":3329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[52,136],"tags":[638,221,637,223],"class_list":["post-3331","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-continuing-education","category-main_headline","tag-bill-carroll","tag-cornell-university","tag-demand-management","tag-executive-development-programme","post_format-post-format-gallery"],"views":1056,"_links":{"self":[{"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/posts\/3331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/comments?post=3331"}],"version-history":[{"count":3,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/posts\/3331\/revisions"}],"predecessor-version":[{"id":3336,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/posts\/3331\/revisions\/3336"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/media\/3329"}],"wp:attachment":[{"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/media?parent=3331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/categories?post=3331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.utm.edu.mo\/NewsPortal\/wp-json\/wp\/v2\/tags?post=3331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}