🎓 EXECUTIVE PROGRAM – GM CLASS – HANYA 350K/BULAN SELAMA 4 BULAN KULIAH – KONTAK 085182828181 ATAU 081399454100
#01, #02, #03, #04: Sales & Marketing Mastery for Hotel General Managers
📌 Program Overview (4 PERTEMUAN PERTAMA)
Program ini dirancang untuk membekali General Manager dengan kemampuan strategis dalam mengelola fungsi Sales, Marketing, dan Revenue secara terintegrasi, berbasis data, dan berorientasi pada profitabilitas jangka panjang.
Fokus utama:
👉 Transformasi GM dari operational leader menjadi commercial strategist & profit driver
🎯 Learning Objectives
Setelah mengikuti program ini, peserta mampu:
Menentukan positioning hotel secara strategis di pasar kompetitif
Mengintegrasikan sales, marketing, dan revenue management
Menggunakan data untuk pengambilan keputusan marketing
Mengoptimalkan channel distribusi dan pricing strategy
Membangun budaya komersial di seluruh organisasi
Meningkatkan profitabilitas melalui strategi sales & marketing
🧩 PROGRAM STRUCTURE (4 PREMIUM MODULES)
📘 MODULE 1
Strategic Market Positioning & Revenue Architecture
🎯 Objective:
Membekali GM dalam merancang positioning hotel dan struktur pendapatan yang optimal.
📚 Key Topics:
Competitive positioning & market mapping
Advanced segmentation strategy (corporate, leisure, OTA, niche)
Value proposition & brand differentiation
Revenue architecture (room, F&B, MICE, ancillary revenue)
Market mix optimization
🛠 Tools & Framework:
Competitive Matrix
Market Segmentation Model
Revenue Mix Analysis
💡 Case Study:
Perbandingan hotel dengan positioning kuat vs lemah
Dampak positioning terhadap profitabilitas
📘 MODULE 2
Integrated Sales & Revenue Optimization
🎯 Objective:
Mengintegrasikan sales dan revenue untuk menghasilkan profit maksimal.
📚 Key Topics:
Commercial strategy integration (Sales + Marketing + Revenue)
Demand generation vs demand capture
Dynamic pricing & yield management
Channel distribution strategy (Direct vs OTA vs Corporate vs GDS)
Cost of acquisition & channel profitability
🛠 Tools & Framework:
RevPAR Optimization Model
Channel Mix Analysis
Pricing Strategy Framework
💡 Case Study:
Hotel dengan occupancy tinggi tapi profit rendah
Strategi meningkatkan ADR tanpa kehilangan volume
📘 MODULE 3
Data-Driven Marketing & Digital Ecosystem
🎯 Objective:
Mengembangkan strategi marketing berbasis data dan digital.
📚 Key Topics:
Digital marketing ecosystem (SEO, SEM, OTA, Social Media, Ads)
Customer journey & booking funnel
Conversion rate optimization
Online reputation management
CRM & guest data utilization
🛠 Tools & Framework:
Customer Journey Map
Conversion Funnel Analysis
Digital KPI Dashboard
💡 Case Study:
Analisis booking funnel hotel
Dampak review online terhadap revenue
📘 MODULE 4
Sales Leadership & Commercial Culture
🎯 Objective:
Membangun leadership dan budaya komersial dalam organisasi hotel.
📚 Key Topics:
Sales leadership mindset (strategic vs operational)
Building commercial culture (everyone sells)
Sales KPI & performance management
Cross-department collaboration
Coaching & financial awareness for team
🛠 Tools & Framework:
Sales KPI Dashboard
Performance Review System
Commercial Culture Model
💡 Case Study:
Hotel dengan budaya sales kuat vs lemah
Dampak budaya terhadap revenue growth
🧠 LEARNING METHODS
Program ini menggunakan pendekatan:
🎤 Interactive Lecture (strategic insight)
📊 Case Study Analysis (real hotel scenario)
🧩 Group Discussion & Problem Solving
🧠 Executive Simulation (decision-making)
📈 Data Interpretation Exercise
📝 ASSESSMENT & OUTPUT
Peserta akan menghasilkan:
✔ Market Positioning Strategy Plan
✔ Sales & Revenue Optimization Plan
✔ Digital Marketing Strategy Blueprint
✔ Commercial Culture Implementation Plan
⏱️ PROGRAM DURATION
4 Modul = 4 ZOOM MEETINGS
👔 TARGET PARTICIPANTS
General Manager Hotel
Resident Manager
Director of Sales & Marketing
Revenue Manager (Senior Level)
Hotel Owners / Investors
🚀 PROGRAM OUTCOME
Setelah program ini, peserta akan menjadi:
✔ Strategic thinker (bukan hanya operator)
✔ Data-driven decision maker
✔ Profit-oriented leader
✔ Commercial-driven GM
✔ Leader yang mampu meningkatkan revenue & profit secara berkelanjutan
🎯 Closing Insight
Program ini dirancang bukan untuk mengajarkan cara “menjual kamar”, tetapi untuk:
👉 mengubah GM menjadi arsitek bisnis hotel
👉 mengintegrasikan strategi, data, dan eksekusi
👉 menciptakan profit yang sehat dan berkelanjutan
