New HEDNA University Course Launched

The Hotel Electronic Distribution Network Association (HEDNA) and HSA International
have once again joined forces to present a completely new two-day “fundamentals” training course on applying Revenue Management techniques within Electronic Distribution channels. Principles and functional elements of Revenue Management as applied to electronic marketing channels are taught along with key factors involved in optimizing yield opportunities within these channels. The program provides a practical application opportunity to gain a hands-on working knowledge of fundamental concepts and foundations of Revenue Management. It also presents challenges and considerations affecting their implementation relative to the broad range of GDS and IDS distribution systems.
This course provides an excellent means for expanding perspectives and gaining heightened awareness of current issues and practices in Revenue Management, particularly for those hotel professionals in both Manager and Director roles such as Revenue, e-Commerce, Reservation, Sales, Marketing, and Operations. However, any other hospitality professional seeking to gain a better understanding of the framework of Hotel Revenue Management and its functionality in the context of electronic distribution is encouraged to attend

The course was officially unveiled at the recent HEDNA Conference held at the Hotel InterContinental in Miami during the second week of December following an end-of-the-year preliminary piloting period. During 2004, HSA’s training specialists will offer this new program for the first time in public venue formats as well as private label formats. HEDNA University training modules include workshop PowerPoint presentations, case studies and other exercises that allow participants to gain firsthand experience with the techniques introduced during the sessions.

Several cities have already been scheduled to host the workshop during the first quarter of 2004, including Boston, Houston, Orlando, Honolulu, Toronto and San Diego in North America; Tokyo, Sydney, Beijing and Shanghai in Asia/Pacific; and, in Barcelona and Amsterdam in Europe. Sessions will then be made available globally as HSA takes the program to other major locations throughout the North American, ASPAC and EMEA regions. Course outline and schedules are available under Education on the HEDNA web site (

“HEDNA University has grown to be an outstanding success story over the past couple of years for our association,” said HEDNA President Audrey J. Sieh. “The development of our course offerings and the expanding availability of seminars to a broader worldwide audience continues to be a high priority for us. This new course received strong reviews during our pilot sessions and we are excited to be partnered with HSA to offer another level of training at such a crucial time in the hospitality industry.”

“Initial feedback from hotels, management companies and brands indicates that the topic of Revenue Management in Electronic Distribution is of major interest. Individuals from management to marketing and from sales to reservations are genuinely concerned with better understanding the basic methods for improving positioning and top line performance” said HSA’s President & CEO, Mike Hampton, Ed.D. “We’re introducing a rigorous worldwide city schedule for 2004 so that we can help more and more hoteliers take advantage of the growing and increasingly complex opportunities in Electronic Distribution.”


Participants who attend either of HEDNA’s two courses are eligible for credits toward certifications awarded by the Educational Institute (EI) of the American Hotel & Lodging Association (AH&LA), the American Resort Development Association (ARDA), the Hospitality Financial & Technology Professionals (HFTP), and the Hospitality Sales & Marketing Association International (HSMAI).