In rapidly evolving markets, revenue management has transcended its traditional role of optimizing prices and inventory to become a strategic discipline centered on customer value creation. This intensive three-day masterclass examines revenue management not merely as a financial mechanism, but as a customer-driven capability that aligns pricing, distribution channels, and total revenue strategies with guest expectations and long-term relational outcomes.
This programme blends proven frameworks that integrate value-based decision-making, ensuring that revenue optimization is consistently linked to enhancing customer experience and fostering sustainable growth. Through a combination of established theoretical models, real-world case studies, interactive workshops, and live simulations, the programme equips professionals to design and implement revenue strategies that prioritize customer-centricity while delivering measurable organizational performance.
Doelgroep
- Hotel General Managers seeking to align revenue strategy with overall business performance.
- Revenue Managers & Analysts looking to deepen their forecasting, pricing, and channel management expertise.
- Directors of Sales & Marketing aiming to integrate revenue management into sales and promotional strategies.
- Front Office, Reservations, and Operations Leaders who want to understand how daily operations influence profitability.
- Hospitality Entrepreneurs or Asset Managers interested in optimizing portfolio performance and ROI.
- It’s also valuable for emerging leaders or cross-functional managers (from finance, distribution, or digital marketing) who want to move into commercial leadership roles in hotels or resorts.
Hierna kun je
- Strategic Foundations: Build a revenue culture aligned with your property’s goals.
- Data-Driven Forecasting: Predict demand with confidence using proven models.
- Dynamic Pricing: Optimize rate structures and maximize RevPAR.
- Distribution Mastery: Balance OTAs, direct bookings, and emerging channels.
- Total Revenue Optimization: Go beyond rooms to unlock value in F&B, events, and ancillaries.
- Revenue Leadership: Communicate insights, influence teams, and drive results.
Te verbeteren competenties
Over three days, we dive into the world of revenue management and deepen different opportunities to unlock the revenue potential of property. You will learn:
- The Strategy Behind the Numbers (Day 1). Discover the core principles of modern revenue management: market segmentation, demand forecasting, and competitive positioning.
- Pricing, Channels & Profitability (Day 2). Turn strategy into action with advanced pricing tools and channel optimization.
- Total Revenue & Leadership Impact (Day 3). Learn to extend revenue thinking across all departments and communicate value organization-wide.
Opbouw
What the Masterclass Looks Like
The Masterclass is a three day programme and it is about learning in a unique way: We believe personal attention to your context is essential. Based on theory, discussions and cases, you will work on a real challenge from your own organization. Participants come from a wide range of companies and organizations, particularly within Foodservice and Hospitality. This diversity enables rich peer-to-peer learning.
Learning in a Unique Way
We work at the vibrant heart of the Hotel Management School Maastricht: the unique Teaching Hotel. This inspiring location on the green campus offers space to meet, learn, dine and stay overnight. On‑site overnight stay is recommended, so there is maximum opportunity for exchange and networking with peers.
Programma
Over three days, we dive into the world of revenue management and deepen different opportunities to unlock the revenue potential of property.
Day 1 - Master the foundations of data-driven revenue management
We will set the stage by grounding you in the core frameworks, digital concepts, and analytical foundations that shape today’s revenue strategies. We move beyond traditional RM thinking and introduce how technology, automation, and AI are reshaping demand forecasting and commercial decision-making.
What you’ll explore:
• The evolution of revenue management: from yield to total revenue to AI-driven RM
• Understanding market dynamics and identifying the right competitive set
• Customer segmentation in the digital era: behavior, booking windows, channel preference
• Using data sources (PMS, RMS, BI tools) effectively
• Fundamentals of forecasting: pick-up, on-the-books, segmentation modeling
Day 2: pricing, channels & profitability
Turn strategy into action with smart pricing & digital distribution.
We will dive deep into the tools and tactics that directly influence revenue generation. It’s fast-paced, practical, and grounded in the realities of today’s digital ecosystem, where pricing intelligence, distribution strategy, and cost of acquisition are crucial.
What you’ll explore:
• Dynamic pricing models: BAR levels, fenced rates, length-of-stay, segmentation pricing
• Price elasticity and consumer psychology
• OTA management & optimization, and direct booking strategy
• AI-powered pricing engines and RMS recommendations
• Evaluating channel cost & profitability (CPOR, net revenue analysis)
• Aligning pricing with digital marketing and sales strategies
Day 3: Total revenue & leadership impact
Drive commercial success across the entire organization. We will expand revenue management beyond rooms, focusing on the holistic, cross-departmental approach used by top-performing hotels. Participants also develop the leadership and communication skills needed to influence teams and drive change.
What you’ll explore:
• Total revenue management: F&B, spa, meetings/events, parking, ancillary services
• Profitability metrics beyond RevPAR: GOPPAR, NRevPAR, TRevPAR
• Upselling frameworks and cross-selling strategies
• How to build a commercial culture across operations, sales, marketing & finance
• Using dashboards to tell a compelling data story
• Leading with confidence in an AI-enabled hospitality landscape
Planning
Programme dates 2026
Wednesday 24th, Thursday 25th en Friday 26th of June (including evening programmes and overnight stay)
You are welcome day 1 at 09:30; we start at 10:00. Day 1 and 2 run until 20:00 followed by a joint dinner and networking. Day 2 runs starts at 09:00. Day 3 runs from 09:00 to 18:00, closing with a short working dinner before you head home after rush hour.
Block 2 (Wed 16 April) runs from 10:00 to 18:00. We finish together with a short closing dinner at 18.00 h, so you can drive home after rush hour with a good feeling.
You can register up to four weeks before the start of the masterclass. The masterclass takes place at the Hotel Management School Maastricht, Teaching Hotel Château Bethlehem.
FAQ
What is the expected study load?
In addition to the three classroom days, you should count on approximately 50 hours of self-study. This includes preparing using the provided literature, working on assignments and developing your own practical case.
What is expected for the case presentation?
The case presentation is a practice-based final assignment. You apply the acquired knowledge to a case from your own work context and present your findings. This demonstrates that you understand and can apply the key concepts of Behavioral Design and Consumer Behavior in a professional environment. It is a unique opportunity to receive direct feedback from the lecturer and your peers and take concrete improvements back to your organization.
Can I combine the Masterclass with a full-time job?
Yes. The program is designed for working professionals. You can apply the insights directly in your daily practice. You will participate together with professionals from various sectors.
Which methods are used in this masterclass?
The module combines theory and practice through interactive sessions, cases, practical assignments and guest speakers. Throughout the masterclass, you work on your own real-life case, so you can immediately apply the insights in your organization. This way, the program offers both a solid academic foundation and direct impact on your work.
Praktische informatie
About the Lecturer
Frederic Toitot is a Senior Lecturer in Revenue Management, Hotel Management School Maastricht.
Founder & Managing Director at Hotel Games, he is a seasoned professional in Hospitality and Travel, is a passionate advocate for making learning a vibrant and meaningful experience. With a background rooted in 5-star hotel service in London and New York, particularly with Le Meridien Hotels & Resorts, he embarked on a journey that led him to key roles in Revenue Management & Pricing at Accor’s global headquarters in Paris. In his 15 years at Accor, Frederic honed his strategic leadership skills and demonstrated a keen commercial focus. He successfully spearheaded the design and implementation of highly effective Revenue Management, Pricing, and Digital Marketing Programmes, impacting over 5000 Hotel Managers across diverse brands and locations, from luxury to economic segments. Frederic’s enthusiasm for nurturing talent extends to his active involvement in Bachelor & Master programmes at prestigious hotel schools across Europe and beyond. He engages students through lectures, workshops, business games, and research projects. Driven by the belief that learning should be fun, inspiring, and relevant, Frederic aims to elevate engagement and motivation for learners in their professional and academic pursuits.
Practical Information
Are you ready to Unlock Your Property’s Full Revenue Potential?
- You can register via the registration button on this page.
- Cost: €2,695 including overnight stay and breakfast, package costs and dinners
- Location: Teaching Hotel Château Bethlehem, Maastricht
- Dates: Wednesday 24th,Thursday 25th en Friday 26th of June
For more information, please contact Emma Mirrer – Molenaar via exed.hmsm@zuyd.nl
of via +31 (0)6 42 34 2007
Toelatingseisen
Admission requirements
This masterclass is suitable for professionals and management with a bachelor’s level of working and thinking who want to strengthen their ability to influence customer behavior and enhance business results. We conduct a written intake to ensure the masterclass aligns with your experience and learning needs.
Certification
After completing this module, you will receive a certificate from the Hotel Management School Maastricht. This certificate allows you, as a professional, to demonstrate the knowledge, skills, and understanding you have gained upon successfully finishing this Masterclass. The certificate will be registered in the Zuyd University of Applied Sciences system.
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