Hospitality revenue management courses rolled out in Asia

Hospitality Sales Marketing Association International (HSMAI) Asia-Pacific has developed a new training programme featuring an online industry education platform to help fill the revenue management training gap in Asia’s hospitality industry.

Developed by the HSMAI Revenue Advisory Board – which includes the heads of revenue for several global and local hotel chains in Asia-Pacific – the Certificate in Revenue Management (Hospitality) course comprises practical exercise and fast-track learning chapters.

Through this comprehensive programme, trainees will be educated on key aspects of revenue management, including forecasting, distribution, pricing, market segmentation, data analysis, business intelligence and marketing.

Jackie Douglas, president HSMAI Asia Pacific, observed that hoteliers “have been struggling to fill positions in their fast-growing revenue management teams with properly trained employees”.

She explained: “The revenue director role is evolving quickly and they are taking on extra responsibilities such as digital marketing, meeting space and F&B, but until now there hasn’t been a cost-effective training option… It was vital we addressed this imbalance through the new training programme.”

The programme will be supported by Marina Bay Sands (MBS), a HSMAI Platinum Educational Partner, which hosts two educational events for the Singapore chapter each year.

Mike Lee, vice president of sales, MBS, told TTG Asia: “Markets in the South-east Asian region are thriving, hence there is a growing need for greater educational resources and professional training for members of the hotel sales, marketing, and revenue management industries.”

He added that MBS can “play a part in contributing to the region’s business landscape” by sharing its expertise, especially as gained from HSMAI, which can in turn “attract new customer segments to markets such as Singapore”.