Revenue Management Tactics In a Digital World

Revenue Management Tactics In a Digital World

Introduction

Today’s hospitality revenue strategies are mostly driven by the use of the Internet and technology. In this workshop, learn to exploit the convergence of revenue management and digital marketing in an internet-savvy market.

During the first part of the course, explore and evaluate if your current organizational structure, systems, and processes have what it takes to optimize revenue, short-term and long-term.

In the second part, discover how the principles of revenue management when applied to the configuration of your electronic distribution and digital marketing campaigns can lead to higher online sales conversions and return on investments. Realize how reputation management and social media have become part of today’s revenue management tools and resources to maximize revenue and gain higher profit margins

Learn how revenue management can play an intricate part in the travel cycle of today’s traveller towards gaining incremental revenue.

WHO SHOULD ATTEND

TEAMWORK is the key to the success of any revenue management initiative. The success of Revenue Management practices to identify and capture demand, maximize revenue and optimize profitability requires an entire team effort. A revenue cycle involves three key departments, Sales & Marketing, Revenue Management and Operations with the General Manager as the captain of the ship. Here are the positions that could benefit immensely from this program:

General and Hotel Managers
Revenue Managers
E-Commerce Manager
Reservations
Sales & Marketing
Catering & Convention
Rooms Division Managers
Front Office Manager
Food & Beverage Managers
Financial Controllers
Owners and Stakeholders

Helping you OPTIMISE and GAIN Incremental Revenue!

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No	Topic	Topic Description
1	The 4Ws and 1H : The Convergence of Revenue Management and Digital Marketing.	Revenue Management in Today’s World. The Evolution of Revenue Management in a Digital World of Internet-savvy customers. What has changed within the hospitality post Covid-19? Market demographics, buying behaviour, traveller’s expectations, product offering. Branding and brand positioning in digital marketing. Competitor S.W.O.T: True Vs Ego Competitor set, S.W.O.T and Market Share Performances. Data for analysis: different types of segmentations, business sources, distribution channels, etc. Your Brand.com & other websites in a world of online marketing and shopping. PRICING: Past, Present and the Future. Basic pricing techniques for hotels & resorts. Demand & supply, competitive pricing and value pricing. Online pricing techniques. Pricing by segmentation and piecing it together. Static to seasonal to dynamic to open pricing. What is Attribute Based Pricing?
2	DEMAND FORECASTING : Forecasting is more than just predicting occupancy, ADR and RevPAR.	Impact of forecast accuracy on your top and bottom line. Use demand forecasting to determine your pricing strategies and marketing campaigns. How to forecast in a volatile market. Forecasting by market segmentation. Predictive analytics to forecast as a tool for effective digital marketing results.
3	MANAGING DEMAND AND DRIVING CONVERSIONS ON ELECTRONIC CHANNELS : Reaching out, attracting, educating and converting browsers to bookers	Role of revenue management in social media and online strategies. Brand or tactical? Through social media, retargeting, partnerships, or affiliate marketing? Content is King: From copywriting to image selection to availability display to up-sell and cross-sell on your brand.com, internet booking engine (IBE), global distribution system and online travel agencies. The importance of robust customer relationship management in a cyber-world. Reputation management and its impact on your pricing decisions. Search Engine Marketing and Search Engine Optimisation. Using restrictions to manage demand and yield on your online channels. Rate and inventory availability display techniques Gaining incremental revenue online with up-sell and cross-sell opportunities. Basics for driving direct bookings on your internet booking engine (IBE). OTAs: Friends or Foe? What drives them to feature and sell your property?
4	MONITOR, MEASURE AND BE FLUID	You can't change the direction of the wind, but you can adjust your sails to reach your destination. Metrics to measure your online successes. Reacting to results and making changes.
5	WRAPPING UP	Questions & Answers. Moving forward, the next steps.

Expert

Bobby S H Saw

Bobby Saw is a certified trainer under the Ministry of Human Resources Malaysia for the Human Resources Development Corporation (HRDC), bringing over 35 years of extensive experience in the hospitality industry across both property and corporate roles. His career, which began in Malaysia, has spanned multiple regions including the Middle East, Africa, India, Maldives, Thailand, Vietnam, Philippines, China, and Hong Kong. Throughout this journey, he spearheaded revenue management, distribution, e-commerce, and digital marketing functions, contributing significantly to organisational growth and industry best practices. Since 2018, Bobby has specialised in delivering revenue management training workshops and consultancy services, partnering with organisations to strengthen commercial strategies and operational outcomes. His international training portfolio includes open workshops in Manila, Bangkok, Saigon, and Colombo, in addition to collaborations with leading training providers abroad. He has also appeared as a keynote speaker and panelist at major industry events such as No Vacancy, Web in Travel, ITCMA, Hotel Management Summit Thailand, and the Hotel Marketing and Revenue Conference. His academic contributions include conducting revenue management winter classes at the School of Hotel & Tourism Management, Hong Kong Polytechnic University, where he was also invited as “Professor of the Day” to teach master’s-level students. Bobby’s training workshops stand out for their strong industry relevance, shaped by decades of hands-on leadership in revenue management and commercial strategy. Participants benefit from real-life case studies, practical solutions to workplace challenges, and insights drawn from his ongoing engagement with academia, hotel systems, and digital marketing partners. This ensures his content remains not only practical but also up to date with evolving industry trends.