– RM overview
– Developing a THRM Strategy
– The 5 P’s
– The 5-step process
▪ Establishing the baseline
▪ Understanding the causes
▪ Developing a strategy
▪ Implementing the strategy
▪ Measuring success
– Developing the strategy: the Toolbox
▪ Identifying which type of tool to use
▪ All-purpose tools
▪ ‘Cold’ tools (for use during slow demand periods)
▪ ‘Hot’ tools (for use during busy periods)
– Developing a THRM culture:
▪ How to start
▪ Overcoming resistance
▪ Getting the data
▪ Roles of revenue management and operations
▪ Tips for success
▪ Measuring success
– Summary and conclusion
– Some interactive lecture
– Case studies
– Group discussion
– Role-playing exercises
– Hands-on exercises
– Revenue Managers / Directors
– Directors/Assistant Directors of F&B
– Directors/Assistant Directors of Spa
– Distribution Managers / Directors
– Directors/Assistant Directors of Sales and Marketing
– General Managers
Sheryl E. Kimes is a Emeritus Professor of Operations Management at the Cornell University School of Hotel Administration and a Visiting Professor of Analytics and Operations at the Business School at the National University of Singapore. Her area of specialization is revenue management. She has been teaching, conducting research and providing consulting services in this area for over 25 years. She has published over 100 articles and book chapters and has received multiple awards for her research including the Lifetime Achievement Award by the College of Service Operations of the Production and Operations Management Society and the Industry Relevance Award by the Cornell University Center for Hospitality Research in 2010, 2012 and 2014.
In 2017, she was given the Hotel Sales and Marketing International Association Vanguard Award for Lifetime Achievement in Revenue Management. She was the third recipient of this award.
She has won multiple teaching awards including the Hospitality Teacher of the Year in 1993, 1997 and 2003 and a Ted Teng Teaching Award in 2012. In 2014, she was honored with the Menschel Distinguished Teaching Fellowship from Cornell University. She was the fourth recipient of the award.
Professor Kimes serves as a consultant to many business enterprises around the world including Fairmont Raffles Hotels International, American Airlines, Walt Disney World Resorts, Hyatt International, The Peninsula Group, Four Seasons Hotels and Resorts, Starwood Asia-Pacific and Marina Bay Sands.
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