Hotel Revenue Management Essentials

Hotel Revenue Optimization Essentials

Instructor-led Webinar Series

Today more than ever it is essential for hoteliers across disciplines to be able to confidently navigate both the art and science of revenue optimization, and confirm their knowledge, experience, and capabilities in the field.

This course takes a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements impacting revenue optimization.

This is an excellent “prep course” if you’re considering pursuing the Certified Revenue Management Executive (CRME) certification.



How to apply digital marketing knowledge to grow revenue


How to optimize digital marketing opportunities for hotel properties and partners


How to make better decisions around marketing channel ROI


How to communicate strategies more credibly to owners, vendors, and other team members

Once a week for six consecutive weeks, you’ll attend a instructor-led session online.  Each session will be between 60 – 90 minutes.

You will learn and be able to apply best practices in multiple areas including:

  • Fundamentals of distribution
  • Departmental integration
  • Economics and RM
  • Understanding the market
  • Segmentation
  • Forecasting
  • Pricing
  • Inventory Control
  • Performance Analysis
  • The role of data analytics in revenue optimization and marketing
  • Managing owner expectations
  • Emerging elements impacting revenue optimization
  • Total Hotel Revenue Optimization
What’s included:
  • Six weekly webinar classes of 60-90 minutes each
  • HSMAI CRME Study Guide “Evolving Dynamics of Revenue Management” PDF Version
  • US$75 off the cost of gaining your CRME

This course is for you if:

  • Aspire to become a revenue optimization professional and want to learn the principles of revenue optimization.
  • Work closely with, and are impacted by, revenue optimization in your organization (you might be a general manager, director of sales, director of marketing, asset manager, or distribution professional).
  • Are studying to take the CRME certification exam. This is an excellent “prep course” to get you ready.

Hoteliers from branded or independent property level, regional, or corporate level

  • Sales
  • Marketing
  • Ecommerce
  • Revenue Managers
  • Revenue Strategists
  • Asset Managers/Owners
  • Regional Operations
  • General Managers

In addition to hoteliers, those who support hotels

  • Hospitality Supplier/Vendor/Partner Sales and Account Manager


Course Length
6 Weeks

Live virtual course will start at 1:00pm (Singapore time) every Tuesday for six consecutive weeks (all sessions will be recorded).


  • 100% online
  • Instructor-led
  • Small class sizes ensure personalised attention and interaction
  • Participants are encouraged to turn on their web cams during the course as we will be discussing the concepts covered as you would in a classroom


  • 100% online, instructor-led
  • Small class sizes ensure personalized attention and interaction.
  • Participants are encouraged to turn on their webcams during the course.


This course will be presented by devoted HSMAI volunteer leader, Shannon Knapp, an expert trainer in Revenue Management for hotel of all sizes. As well as volunteering on the HSMAI Advisory Board, Shannon regularly facilitates HSMAI Revenue Roundtables and runs training for Revenue Management, Sales, Distribution, Customer Service and more.  Shannon is also the author of several of the HSMAI Revenue Management online courses.

  • Shannon Knapp Founder/Director, SKNapp Consulting & Product Consultant, SiteMinder, HSMAI Advisory Board Member and Certified Trainer in Revenue & Distribution

The registration fee includes web series attendance and include a copy of the Certified Revenue Management Executive (CRME) study guide, The Evolving Dynamics of Revenue Management  to Revenue Strategy.

Registration Fee*: HSMAI members $425, nonmembers $450

All Courses Meet Tuesdays, 1pm-2:30pm Singapore time

*The fee for the HDME classes is a separate fee from the CRME certification fee.  The CRME certification fee is $500 for HSMAI members and $625 for non-members – read more about and apply for the CRME certification.  Those who complete the HDME series are entitled to a $75 discount on the CHDM certification fee. 


  • “If you’re looking for a way to get more insight and knowledge on the growing discipline of Revenue Management, I would recommend checking out HSMAI’s program. My cohort included people from all over the world. It was fun to connect weekly & hear how they are successful in their respective roles. Thanks to our instructor, Timothy Wiersma for his thoughtful, curated content.”

    Angela Hoseney, CRME Guest Sales Manager, Seabrook Hospitality


Certificate in Revenue Management (Hospitality)

Certificate in Digital Marketing (Hospitality)

HDME+ Logo

Hospitality Digital Marketing Essentials+

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