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The Business of Hotels (1st semester 20/21

The minor consists of two closely linked courses. One is called Asset Management and will focus on hotels as investments in real estate and hotel operations, and will explore a wide variety of possible ownership and operating structures. The other course - Demand Management - will center on revenue and demand management, and online marketing. 

Leerdoelen

Asset Management:

Types of hotel investors, operators and brand owners (franchisors) and their objectives; including aspects of agency theory;

Hotel ownership, operating and branding structures: leases, management and franchise agreements;

Hotel feasibility and valuation;

The hotel asset management cycle;

Hotel design, development and construction.

 

Demand Management:

Developments in the field of Revenue management;

Demand management, focusing on the role of human capital, systems, and organizational;

Online marketing applied in a hospitality context - the digital guest journey;

(The role of) data in an online marketing environment;

RevSIM simulation game -  applying relevant aspects of demand management in a competitive environment

Aanvullende informatie

Teaching method(s)

Mixed. Students will be asked to read widely within the two subjects and report back in class; will be given guest lectures; will receive week assignments, to be concluded on Thursdays (see also: Timetable/roster). All of these are formative (feedback, no grades)

International context

The hotel business is an international business. Guest speakers represent some of the major international hotel players. Most cases and literature are also international.

Additional information

The set-up of this minor is such that a lot is expected of the students in terms of active participation. Every Friday, students are given literature to be studied before the start of next week. This is typically a mix of more academic / scholarly, and more professional / industry publications.

Ingangseisen

Only for students from Hotel study programmes from Stenden, Saxion, Zuyd

Toetsing

CHIA (Certification in Hotel Industry Analytics)
Multiple choice (online),
Individual
2 ects

Validation I
Written exam + interview
Individual
12 ects

Capstone Project
Written exam + interview
Team
6 ects

Term paper
Essay
Individual
10 ects

Literatuur

Compulsory: Musgrove, R., Raleigh, L. and Singh, A., eds. (2016). Hotel Asset Management : principles & practices 3rd edition. Lansing, Michigan : American Hotel & Lodging Educational Institute.

Rooster

Classroom time scheduled on Mondays, Tuesdays and Thursdays. As should be clear from the above, students are expected to dedicate significant time to the minor on Wednesdays and Fridays too.