9:00 – 9:30 : Registration & Opening Session

• • • Welcome and program briefing
    • Participant expectations

9:30 – 10:45 : Session 1: Understanding OTA Business in Malaysia

Understand the True Cost of OTA and Channel Sales: Participants will learn to go beyond headline commission rates and calculate the real cost of selling through each channel. This includes understanding hidden costs such as discounts, rate parity pressure, marketing spend, brand dilution, operational workload, and long-term dependency risk. They will be able to identify which channels truly generate profit and which only create volume without value. Focus subject will be on :

• • • Role of OTAs in hotel sales
    • Pros and cons of OTA dependency
    • OTA pricing and parity issues
    • Common mistakes hotels make with OTAs’

10:45 – 11:00 Break 11:00 – 12:30 : Session 2: True Cost of OTA & Cost of Acquisition

Design a Profitable Channel Mix Strategy: Participants will learn how to balance Direct, OTA, Corporate, Group, Government, and Long-Stay segments based on profitability, not popularity. They will be able to build a channel mix that supports both short-term cash flow and long-term brand strength, knowing when to push volume channels and when to protect premium business.

• • • What is Cost of Acquisition (COA)
    • Calculating real profit per channel
    • Commission, discount, marketing and brand cost
    • Exercise: Calculate your hotel’s COA

1.00pm – 2.00pm Lunch Session 3: Channel Mix & Profitability Strategy

Reduce OTA Dependency Through Direct Sales Systems: Participants will understand how to build a strong direct booking ecosystem using value-based offers, loyalty programs, CRM, repeat business strategy, and digital funnels. They will learn how to convert OTA guests into direct guests and how to position direct booking as a better choice without starting a price war.

• • • Comparing Direct, OTA, Corporate, Group and Government
    • Channel Profitability Index
    • When to push OTA and when to pull back
    • Designing your ideal channel mix

3:00 – 3:15 I Break 3:15 – 4:30: Session 4: Direct Sales & Direct Booking Strategy

Apply Revenue Yielding Techniques Beyond Rooms: Participants will learn how to yield not only room rates but also F&B, events, spa, activities, and experiences. They will understand how to price based on demand, time, value, and customer behaviour, and how to use packaging, bundling, and upselling to increase total guest spend.

• • • Why direct booking matters
    • Building a value-based direct offer
    • Loyalty, CRM and repeat business
    • Digital and relationship sales integration

4:30 – 5:00 | Day 1 Wrap-Up

• • • Key learning review
    • Q&A

Time: 9:00 AM – 5:00 PM
9:00 – 9:15 | Day 1 Recap
9:15 – 10:45 | Session 5: Revenue Yielding & Dynamic Pricing

Use Data to Make Pricing and Sales Decisions: Participants will learn to read and use key revenue indicators such as ADR, RevPAR, TRevPAR, GOPPAR, occupancy, and Cost of Acquisition. They will understand how to turn data into decisions not just reports and how to adjust pricing, promotions, and channel strategy based on real performance trends.

• • • Yield management concepts
    • Demand-based and value-based pricing
    • Seasonal and event pricing
    • Psychological pricing in hospitality

10:45 – 11:00 Break 11:00 – 12:30: Session 6: Total Revenue Management

Build a Structured Sales and Revenue Funnel: Participants will learn how to design a complete funnel from awareness to loyalty: attracting guests, converting bookings, increasing spend, and encouraging repeat business. They will understand how digital marketing, content, relationship selling, and CRM work together to create predictable and sustainable revenue growth.

• • • From RevPAR to TRevPAR and GOPPAR
    • Yielding F&B, events, spa and experiences
    • Bundling and packaging strategy
    • Cross-selling and upselling systems

12:30 – 1:30 | Lunch 1:30 – 3:00 | Session 7: Sales Funnel for Hotels & Resorts

Strengthen Leadership Control Over Revenue: Participants will learn how senior leaders should oversee revenue, not leave it only to sales or revenue managers. They will understand how to set revenue direction, approve pricing strategy, monitor performance, challenge weak results, and align all departments to revenue goals. This builds a culture where revenue is everyone’s responsibility, not one department’s job.

• • • Awareness to repeat business funnel
    • Digital vs relationship funnel
    • Content, influence and trust
    • Lead nurturing and retargeting

3:00 – 3:15: Break 3:15 – 4:30: Session 8: Revenue Strategy Workshop

Build Future-Ready Revenue Strategies: Participants will learn how to prepare their hotel or resort for future market changes such as digital disruption, changing travel behaviour, sustainability demand, and new booking technologies. They will learn how to adapt revenue strategy for 2026 and beyond, ensuring long-term competitiveness, resilience, and growth.

• • • Build your hotel’s revenue map
    • Channel mix planning
    • Direct vs OTA ratio setting
    • Market and segment strategy

4:30 – 5:00: Closing Session

• • • Presentation of group work
    • Final discussion and takeaway
    • Certificate presentation