Who Should Attend?
Key Takeaways
Accredited by
American Hotel & Lodging Institute
Cours Outline
Day 1
Lodging Ownership Fundamentals & Business Model
- Owner responsibilities vs. operator responsibilities (governance and control)
- Understanding lodging types and positioning (hotel vs serviced apartment vs boutique)
- Defining the target market and value proposition
- Brand vs independent decision basics
- Setting business goals and success metrics
- Ownership priorities: profit, reputation, asset protection, sustainability
- Basic operational overview: what owners must know (Rooms, F&B, Engineering, HR)
- Service standards and consistency as a business asset
- Exercise: property positioning + business model snapshot
Day 2
Financial Control & Profitability Drivers
- Core revenue streams in lodging (rooms, ancillary, other)
- Cost structure overview (labor, utilities, maintenance, supplies, marketing)
- Budgeting fundamentals for owners
- Reading key financial reports (high-level)
- Cash flow awareness and owner-level financial discipline
- Cost control levers (labor productivity, purchasing, waste reduction)
- CapEx vs OpEx basics and planning mindset
- Break-even thinking and profitability improvement approach
- Exercise: cost leak identification + control actions plan
Day 3
Commercial Performance: Pricing, Distribution & Marketing
- Pricing fundamentals and market benchmarking basics
- Demand drivers and seasonality awareness
- Distribution channels overview (direct vs OTA vs corporate)
- Managing channel mix and reducing dependency risks
- Reputation management: reviews, guest feedback, response discipline
- Sales fundamentals for owners (corporate, groups, partnerships)
- Marketing essentials: digital presence, brand messaging, content basics
- Upselling and ancillary revenue opportunities
- Exercise: commercial quick wins + channel strategy ideas
Day 4
Quality, Risk Management & Growth Strategy
- Quality management and audit mindset (standards, SOP oversight)
- Guest experience control points (arrival, stay, departure, recovery)
- Risk management essentials (safety, security, legal, compliance basics)
- Owner governance tools: reporting cadence, KPIs, accountability routines
- Crisis readiness basics (reputation + operations continuity)
- Growth planning: expansion, renovation, repositioning options
- Building a 30–90 day performance improvement plan
- Final case study: ownership decisions for performance turnaround
- Wrap-up: action plan presentation + readiness checklist
