Certified Hotel Revenue Manager
Yield architecture, forecasting method and distribution economics
What this programme is
The programme we use to accredit our own revenue practitioners. It is built around the work rather than the theory: participants normalise a real property data extract, build a forecast that beats same-time-last-year, construct a season-aware rate cascade, and defend the resulting decisions to a panel.
Who it is for
- Revenue managers moving from property to cluster or portfolio responsibility
- General managers who own the commercial number but did not come up through revenue
- Distribution and e-commerce managers who need the yield vocabulary to argue their case
- Consultants and asset managers assessing commercial performance on behalf of owners
On completion you will be able to
Learning outcomes
- Normalise a raw PMS extract into an analysable basis, including the common data defects
- Build a rolling pace-based forecast and measure its error against same-time-last-year
- Construct a multi-season rate cascade with weekday, weekend and compression tiers
- Test price elasticity before committing to a discount, and know when not to
- Quantify true distribution cost including rate suppression and demand substitution
- Run a weekly yield meeting with a documented decision log that survives audit
Prerequisites
- Working familiarity with occupancy, ADR and RevPAR
- Access to a property data extract, or use of the supplied anonymised dataset
- Spreadsheet competence — pivot tables and lookup functions
Next cohort opens October 2026
6 modules, 27 lessons
Every module ends with a graded assignment worked against real data. The material is sequenced so that each module’s assignment depends on the one before it.
Where the standard measures mislead, and how to prepare a PMS extract that will not produce a wrong answer confidently.
- Occupancy, ADR, RevPAR and GOPPAR — what each conceals as well as what it shows
- Available room nights: out-of-order rooms, house use and the denominators people get wrong
- Normalising a raw PMS extract: duplicate reservations, cancelled-but-present records, rate code drift
- Building a comparable basis across periods when the room inventory has changed
Reading demand as a shape over time rather than as a monthly total.
- Constructing a booking curve and reading pace against it
- Segment definition that survives contact with the PMS rate codes
- Lead time distribution by segment and what it implies for restriction strategy
- Identifying compression dates from forward event calendars rather than from history
Building a forecast that measurably beats same-time-last-year, and knowing its error.
- Why same-time-last-year fails and what it systematically misses
- Rolling pace models: construction, calibration and refresh cadence
- Overlaying event calendars, flight-search signals and competitor rate movement
- Measuring forecast error properly — MAE, bias, and why they tell different stories
- Communicating a forecast with a stated confidence range to an owner
Constructing a rate structure rather than adjusting a rate.
- Season definition from arrival history and external indices
- Weekday, weekend and compression tiering within a season
- Room category ladders: pricing the spread rather than the room
- Testing elasticity before discounting, and reading an inelastic trough correctly
- Length-of-stay controls and minimum-stay restrictions with pace monitoring
What intermediated distribution actually costs, beyond the commission line.
- Rate suppression, loyalty transfer, data forfeiture and demand substitution
- Running a substitution analysis on your own booking and session data
- Loyalty programme margin arithmetic and date-fencing
- Parity: rate shopping design, breach registers and escalation paths
- Setting a defensible channel mix target rather than pursuing zero intermediation
Making the discipline survive after the enthusiasm fades.
- Running a weekly yield meeting: agenda, inputs, decision log, audit trail
- Presenting commercial findings to owners and asset managers
- Building the twelve-month governance calendar
- Capstone: a full commercial diagnostic on a supplied property, presented to a panel
Taught by practitioners, not trainers
Every session is delivered by someone currently running engagements in the discipline they teach.
Ananya Iyer
Director, Revenue Management
Leads yield architecture on resort and heritage engagements. Built the seasonality cascade method used across the practice.
Dev Fernandes
Principal, Distribution Advisory
Runs parity and contract remediation. Author of the annual India Hotel Distribution Benchmark.
Common questions
No. A full anonymised 24-month dataset is supplied and all assignments can be completed against it. Participants who do have access to their own data are encouraged to run assignments twice — the supplied set for grading, their own for value.
Live cohort. Sessions run weekly with a recorded backup, and assignments are graded with written feedback. The capstone is defended live to a panel, which is the part participants consistently report as most useful.
Sessions are recorded and assignment deadlines carry a one-week grace period. Missing more than two weeks generally means deferring to the next cohort, which carries no additional fee.