Demand Management Bootcamp @ ESSEC Business School

Cergy, France

Sunday, Aug 25, 2019

ESSEC Business School
3 Avenue Bernard Hirsch
Cergy, Île-de-France, 95000


SnapShot is leading a 5-day hotel demand management bootcamp at ESSEC Business School.

During the 5-day program and interactive case study, you will be challenged to break down the often conflicting commercial silos of a hotel organisation and identify opportunities to increase long-term asset value and short term profit optimisation via effective planning, generation, and optimisation of demand.

We see ‘Demand Management’ as the missing link for hotel organisations, that merges the organisational structures, standards, and processes of Revenue Management, Sales, Distribution, Marketing & Finance, into a centralised commercial unit for optimal profit & performance.

The SnapShot Demand Management Bootcamp was developed first in 2013, as a unique experiment, where a pool of 30 industry experts in the fields of:

  • Asset Management
  • Demand Generation (Sales & Distribution)
  • Digital Marketing
  • Demand Optimisation (Revenue Management)
  • Communications

came together to develop a 5-day program of content designed for hospitality students as part of their preparation for the industry.

Over the last 3 years, these bootcamps have been hosted in a variety of prestigious hotel schools and universities including ESSEC, University of Surrey, Cornell and EHL.

On behalf of the entire team at SnapShot, we look forward to meeting you all and to a successful week of Demand Management.



Day 1 – Asset Management

  • Asset Management Triangle
  • The process of Asset Management
  • Development, Kick-Off & Planning
  • Acquisition & Funding
  • Management Contracts
  • The process of Asset Management (cont.) :
  • Asset Cycle, Hotel valuation, Exit
  • Group work

Day 2 – Demand Generation

  • Product Offer
  • Market Segmentation
  • Price-Value Theory
  • Technology & Distribution
  • Cost of Distribution & Net Contribution Approach
  • Group work

Day 3 – Digital Marketing

  • The Customer Journey
  • Channel Landscape
  • Intermediaries
  • Net Contribution Approach
  • Group work

Day 4 – Demand Optimisation

  • Evolving Role & Organisational Requirements
  • Measurements & Benchmarking
  • Data Requirements & Collection
  • Segmentation Development
  • Pricing Matrix & Positioning
  • Forecast & Strategy Management
  • Group work

Day 5 – Communication

  • Effective Communication Styles
  • Demand Mgt Communication Requirements
  • Rolling & Month End Reporting
  • Group Exercise
    • Case Study/Scenario Introduction
    • Group Preparation Exercise
    • Verbal/Presentation

Reserve a spot