Hotel & MICE Revenue Management


Unique to the hospitality industry is the nature of MICE business and its impact on revenue management processes at the hotel level. Convention hotels in particular, place a high relevancy on group room segments. However, we need to understand the impact they may have on other segments of the market and their overall revenue optimization efforts of the property. Heightened awareness of MICE segmentation rotational patterns can play a key role in the leisure and other segment inventory allocation and consumption.

Who should attend? 

This master class would be most effective for catering & convention executives & managers, yield managers and venue owners. 

Key Learning Objectives:

This master class provides the opportunity to apply current research and applied theory in optimizing hotel revenues in the rooms and event departments.

Course Structure

Course Schedule

9.00am – 5.00pm


14 hours (7 hours x 2 days)

Kindly refer to the CET Programme Calendar or contact our friendly course consultants for more information.


The workshops will be held as a combination of lectures, and hands-on workshops throughout both days. Participants will work with real time operational examples from their most recent experiences. Internet access in the room will be provided.


Participants must complete all assignments and achieve a minimum attendance of 75% to receive a Certificate of Completion jointly awarded by SHATEC and University of San Francisco.

Course Outline

Day  1 – Course topics

  • MICE revenue management and distribution channel optimization
  • Advanced booking windows and group segmentation
  • Optimizing function space utilization

Learning Outcomes / Action:

  • Web-effectives rating score
  • Room segmentation analysis and price indexing 

Day 2 – Course topics

  • Attrition clauses and group business demand
  • Group room contribution factors
  • Leisure versus group room inventory management

Learning Outcomes / Action:

  • Determining the ideal advanced booking window for group business
  • Value assessment tool. Analyzing local-social catering demand
About the Facilitator
Prof. Thomas A Maier
Associate Professor of University of San Francisco

Associate Professor Thomas Maier brings to USF more than 20 years of industry experience, a wealth of current research, and a honed experiential teaching methodology. Prior to academia, Professor Maier was a senior level executive in the international hotel, restaurant, and food and beverage industries. His research interests include applied leadership, restaurant revenue management theory, and business analytics.

A notable researcher, Professor Maier regularly presents at several domestic and international conferences, including The Cornell University Hospitality Research Summit and EYEFOR Travel North American Travel Distribution Summit. He recently published a Food and Beverage generational leadership book, Hospitality Leadership Lessons in French Gastronomy – The Story of Guy and Frank Savoy and co-authored the textbook Welcome to Hospitality: An Introduction – 3rd Edition.

In the classroom, Professor Maier centers his pedagogy on experiential learning. Prior to joining USF, he taught graduate courses in Strategic Process of Service Firms, Hospitality Distribution Systems, Service Leadership and Innovation, Service Systems Design and Innovation at the School of Hospitality Leadership, Driehaus College of Business, at DePaul University and the Rochester Institute of Technology.

Course Fee
Course Fee Company- Sponsored Singaporeans/ Singaporean PRs Self- Sponsored Singaporeans/ Singaporean PRs International
Full Course Fee (Before GST) $1,800.00 $1,800.00 $1,800.00
SSG Grant1 $1,260.00 $1,260.00 N.A.
Nett Course Fee (Before GST) $540.00 $540.00 $1,800.00
7% GST on Nett Course Fee $37.80 $37.80 $126.00
Total Nett Course Fee PayableIncluding GST $577.80 $577.80 $1,926.00
2,3,4Additional Funding if eligible for Mid-Career Enhanced Subsidy (MES) /Enhanced Training Support for SMEs Companies may log-in to for application of Additional MES, SME or WTS funding. $360.00 N.A.
2,3,4Total Nett Course Fee Payable, Including GST,  after MES ) /Enhanced Training Support for SMEs $217.80 N.A.
2,3,5Additional Funding if eligible under Workfare Training Support (WTS) $450.00 N.A.
2,3,5Total Nett Course Fee Payable, Including GST,  after additional funding from WTS $127.80 N.A.

¹Singaporeans and Singapore PRs who are aged above 21 years and above will be eligible for up to 70% SSG funding. Absentee payroll may be claimable as well.

²Companies need to log-in to application of all SSG funding and subsidy.

³All SSG funding and subsidy are subjected to SSG’s prevailing corporate policies and final approval. Companies and individuals are liable for the full course fee in the event that the SSG funding and subsidy are not approved.

4The SkillsFuture MES is for Singaporeans aged 40 years and above.

5WTS Funding is for Singaporeans who are aged 35 years and above (or 13 years and above for Persons with Disabilities) earning a monthly income of not more than $2,000.

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