Hospitality Sales & Marketing Metric Master Class

2 Days
8 Modules

Hospitality Sales & Marketing Metric Master Class

OVERVIEW

This master class is specifically designed for Malaysian hospitality professionals in Malaysia, aiming to deepen their understanding and practical application of crucial sales and marketing metrics such as Average Daily Rate (ADR), Average Room Rate (ARR), Revenue Stream Management, dynamics of working with Online Travel Agencies (OTAs) and Sales Management and Operations. This intensive, compact seminar is intended to equip participants with the tools needed to enhance revenue generation and operational efficiency in a highly competitive market.

MASTER CLASS HIGHLIGHTS

This Hospitality Sales Metric Master Class is designed to prepare sales teams for Visit Malaysia Year 2026, focusing on enhancing strategic agility in sales and marketing. The seminar will equip participants with advanced skills in revenue optimization and dynamic pricing, crucial for capitalizing on increased tourist influx and market opportunities anticipated during VMY2026.

LEARNING OUTCOMES

By the end of this master class, participants will be able to:

Calculate and analyze ADR and ARR to optimize pricing
Utilize advanced revenue stream management techniques to maximize hotel profitability.
Develop effective strategies for collaborating with OTAs and maximizing benefits from these partnerships.
Apply current trends and technologies in marketing to improve customer engagement and bookings.
Implement learned strategies through hands-on exercises and real-life scenarios.

LEARNING METHODOLOGIES

The seminar will employ a variety of learning methodologies to ensure a comprehensive educational experience:

Lectures & Presentations: To introduce fundamental concepts and industry insights.
Case Studies: Real-world scenarios from various hotels to illustrate practical applications of metrics.
Interactive Workshops: Hands-on sessions where participants will engage in activities such as role-playing and simulations.
Group Discussions: To encourage sharing of ideas and strategies among peers.
Q&A Sessions: With industry experts to provide deeper understanding and clarification of complex topics.
Technology Demonstrations: Showcasing the latest tools and software in hospitality marketing.

Day 1: Foundation and Tools.

Session 1: Introduction to Key Hospitality Metrics

Details: Overview of critical metrics in hospitality including ADR, ARR, and their role in strategic decision-making. Introduction to the concept of Revenue Per Available Room (RevPAR) and how it relates to ADR and ARR.
Activities: Presentation followed by a Q&A session to address initial queries and ensure a baseline understanding.

Session 2: Mastering ADR

Details: In-depth discussion on how to calculate ADR, the factors influencing ADR, and strategies to optimize it to improve profitability.
Activities: Analyzing historical data from participants' hotels to identify trends and areas for improvement.

Lunch Break | Time: 1.00 PM – 2.00 PM

Session 3: Advanced Techniques in ARR

Details: Detailed examination of ARR, differentiating it from ADR, and methods to leverage ARR in revenue management strategies.
Activities: Role-playing exercises to simulate guest interactions and pricing negotiations.

Session 4: Revenue Stream Management

Details: Techniques to identify and manage various revenue streams within a hotel, including accommodations, events, dining, and ancillaries.
Activities: Workshop on revenue stream mapping and brainstorming sessions to explore innovative revenue-enhancing ideas.

Day 1 Wrap-Up and Networking

Details: Recap of the day's learning, open discussion to address any unresolved questions, and a networking session to foster professional connections.

Day 2: Strategic Applications and Trends

Session 5: Leveraging Online Travel Agencies (OTAs)

Details: Strategies to maximize the benefits of OTA partnerships, understanding the cost-benefit analysis, and optimizing OTA listings for greater visibility.
Activities: Guest speaker from a leading OTA, followed by a Q&A to explore real-world challenges and solutions.

Session 6: Practical Application of OTA Insights

Details: Hands-on session using actual OTA analytics tools to understand market demand, competitor pricing, and customer booking patterns.
Activities: Practical exercises on data interpretation and decision making based on OTA reports.

Lunch Break | Time: 1.00 PM – 2.00 PM

Session 7: Emerging Trends and Technologies in Hospitality Marketing

Details: Exploration of emerging marketing trends such as personalization, use of AI and data analytics, and the increasing importance of direct booking strategies.
Activities: Demonstrations of technology applications in marketing, discussions on integration into current practices.

Session 8: Implementing Learned Skills: A Simulation

Details: A comprehensive simulation that challenges participants to use their newly acquired knowledge to manage a virtual hotel operation through a series of scenarios.
Activities: Team-based simulation exercise, immediate feedback from facilitators on decision outcomes.

Day 2 Wrap-Up and Certification Ceremony

Details: Final recap of key lessons, discussion on implementation challenges, certificate distribution to commemorate participants' achievements, and closing remarks.