Hotel Revenue Optimization Essentials

Insights from the Instructor

“Challenge yourself by learning something new, and don’t be afraid to reach out to others to understand best practices.”

Get insights on the value of this course and what lies ahead for revenue optimization professionals from instructor Timothy R. Wiersma in his new article: 2022 is all about “Radar Love”

Instructor-Led Six-Week Virtual Course

Today more than ever it is essential for hoteliers across disciplines to be able to confidently navigate both the art and science of revenue optimization, and confirm their knowledge, experience, and capabilities in the field.

This course takes a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements impacting revenue optimization.

This is an excellent “prep course” if you’re considering pursuing the Certified Revenue Management Executive (CRME) certification.

What Past Participants Have Said

Great content. Insightful class. I would recommend this class to anyone!

The instructor knows his stuff and delivers it in a straightforward and engaging way which makes for a nice learning environment. I recommend this class to anyone interested in broadening their knowledge in a new discipline.

Thank you for a well-constructed and executed class. You thoughtfully created the building blocks of the subject matter.

Once a week for six consecutive weeks, you’ll attend a instructor-led session online. Each session will be between 90-120 minutes.

You will learn and be able to apply best practices in multiple areas including:

  • Departmental integration
  • Economics and RM
  • Understanding the market
  • Segmentation
  • Forecasting
  • Pricing
  • Inventory Control
  • Total Hotel Revenue Optimization
  • Performance Analysis
  • The role of data analytics in revenue optimization and marketing
  • Managing owner expectations
  • Fundamentals of distribution
  • Marketing in a digital world
  • Emerging elements impacting revenue optimization

This course is for you if you:

  • Aspire to become a revenue optimization professional and want to learn the principles of revenue optimization.
  • Work closely with, and are impacted by, revenue optimization in your organization (you might be a general manager, director of sales, director of marketing, asset manager, or distribution professional).
  • Are studying to take the CRME certification exam. This is an excellent “prep course” to get you ready.

Course Length
6 Weeks

Live virtual course will start at 11 a.m. Eastern every Tuesday for six consecutive weeks (all sessions will be recorded).

100% online, instructor-led

Small class sizes ensure personalized attention and interaction.

Participants are encouraged to turn on their web cams during the course.

The registration fee includes application processing, weekly workshops, and a digital copy of Evolving Dynamics: From Revenue Management to Revenue Strategy.

  • 2023 Course Dates (Classes start at 11 A.M Eastern):
  • Jan. 10 – Feb. 14
  • Feb. 28 – Apr. 4
  • Apr. 17 – May 23
  • Aug. 8 – Sept. 12 REGISTER
  • Sept. 26 – Oct. 31 REGISTER
  • Nov. 14 – Dec. 19 REGISTER

Registration Fee*: HSMAI members $425, nonmembers $450

*If you take this course, save $75 on the CRME certification fee! Contact Kathy Tindell at 703-506-2010 or for more information.

This course will be presented by devoted HSMAI volunteer leader Timothy R. Wiersma, Principal, Revenue Generation, LLC, and Chair, HSMAI Revenue Optimization Advisory Board.

With more than two decades of experience in the hospitality industry, Tim Wiersma is recognized as a leader in revenue management. Specializing in property and portfolio revenue management, sales, marketing, distressed-asset turnaround, and asset assessment, he consistently delivers results for properties around the world.

Before founding Revenue Generation LLC, Tim was a vice president with Host Hotels and Resorts, a Fortune 500 company and the largest premiere real estate hospitality company in the world. He has also held a vice president position at TPG Hospitality, a private equity firm with over 60 full-service hotels representing all major markets and brands, and he was vice president Red Roof Group where he oversaw the Revenue Strategy of over 650 economy hotels. He has held other corporate-level positions with Starwood Hotels and Resorts and Canadian Hotel Income Properties and has been a key advisor for Marriott International in sales and revenue management.

Over the course of his career, Tim has worked with all major brands and independent properties and has developed top line business intelligence tools, dashboards, and business configurations to assist hotels in driving optimal results. He thrives on finding innovative ways to turn around underperforming assets while motivating sales and revenue teams.

Tim holds a BA in Business Administration and Finance. He is an active member of HSMAI (Hospitality Sales and Marketing Association International) and is currently serving on its board as chair of the Revenue Optimization advisory board.

In his spare time, Tim enjoys spending time with family, friends and flying a Cessna 172.

Earn 6 hours of continuing education credits for the Certified Revenue Management Executive (CRME) certification by attending this program.

Interested in Learning More?

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