In order to provide diversified training opportunities for industry professionals and enhance management skills of the local service industry, Institute for Tourism Studies (IFT) and SC Johnson College of Business, Cornell University, USA co-orgainsed an Executive Development Programme on “Demand Management: Maximizing Hotel Revenue Through Distribution Channels” on 7 and 8 November.
This course focused on resolving the critical issues participants have been facing when the market is growing, and exploiting potential opportunities for improvement in their individual and collective performance. The programme attracted 21 professionals of local hotels and mega resorts.
IFT had the honour of inviting Dr. Bill Carroll, Clinical Professor from the Cornell University to give the lecture. Dr. Carroll has taught economics, pricing and marketing distribution courses at the undergraduate, graduate and executive education levels for more than 12 years. Over the past 25 years, Dr. Carroll held a variety of senior positions in the travel industry, including as CEO of Marketing Economics in a consulting firm specialising in travel industry pricing, distribution, yield management and strategic planning. Besides, he works with a variety of clients including global distribution systems, hotel service companies and travel intermediaries.
Through the programme, participants were exposed to major trends affecting tourism and hospitality in Macao. They could not only learn strategic planning for collective action, but also how and what could be done for individual property performance.
IFT has been ranked by the “QS World University Rankings by Subject 2017” as the 2nd best higher education institution in Asia in the field of hospitality and leisure management and the 18th best higher education institution in this field in the world. IFT is always striving to enhance its teaching and research so as to contribute to the industry and the society. By organising seminars and workshops, IFT constantly shares with the industry professionals the most updated information and research findings about Macao’s tourism industry and ways to enhance it.
