1. The Role of ICT in Tourism and Related Changes in Skills Tourism Value Net Revenue Management
by Riina Glinskihh
Hotelzon International Ltd
Tartu University Pärnu College

2. Changes in Distribution and Sales
Rapid development of information and communication technology has changed the way information is exchanged among tourism industry players.
Companies are using intranets to exchange and manage information effectively within their organization.
Extranets are used to streamline communication with business partners.
The Internet is revolutionising the distribution of tourism information and sales.

3. Changes in Distribution and Sales
There are many new intermediaries such as internet portals specializing in selling tourism services and products or providing tourism products as additional service to portal visitors.
Distribution channels traditionally used by tour operators or travel agencies are now available for customers via internet.
Additionally, tourism suppliers have established direct channels to the clients.

4. Changes in Distribution and Sales
Furthermore, distribution co-operation is expanding across different tourism industry sectors:
Transportation companies are providing the opportunity to book accommodation
Destination management organizations are developing internet portals in order to distribute tourism information as well as tourism products and services.
As a result, traditional tourism value chains have evolved into the Tourism Value Net.

5. Traditional Value Chains

6. Emerging Value Net

7. Skills Needed for Successful Navigation in Tourism Value Net
How to identify opportunities for cross-promotion and sales
How to evaluate electronic distribution channels
How to choose the right electronic distribution channels
How to manage sales across different distribution channels

8. Skills Needed for Successful Navigation in Tourism Value Net
Tourism professionals need to understand the Value Net
Tourism professionals need to know who the main players are
Empirical knowledge and research results should evolve into industry knowledge and should also be available for educational institutions

9. Pärnu College of Tartu University Related Courses
Basic ICT courses
Software training (MyFidelio, Amadeus etc)
Practical training in industry
Information technology and tourism course for third year students since spring 2000

10. Networking between Industry and Educational Institutions
Networking between tourism education institutions, information technology education institutions and tourism industry players (hotels, tour operators, travel agencies, new intermediaries and technology providers) is essential to develop a skill base for successful navigation in the Value Net.

11. From Data to Knowledge
Information is a strategic resource for tourism companies
The tourism industry generates a lot of information
ICT provides a new means to analyse this information
As a result, new tools are created for efficient sales and inventory management

12. Revenue Management
Revenue management concepts and tools have been designed to improve and support bottom-line oriented decision-making.
Revenue management has the following main objectives:
Maximize yield/REVPAU or minimize lost revenue per available product unit in view of average cost per available product unit
Control availability of price products by customer revenue potential and forecasted segment mix
Control daily availability of price products lower than full price based on unsold inventory, time left to sell and segment total demand.

13. Skills Needed for Effective Revenue Management
Marketing
Statistics
Finance Management
Customer Service
E-Business
Networking
Human Resource Management

14. Pärnu College of Tartu University Related Courses
Revenue management course for third year students since 2001
Includes both theory and practice
Students accomplish practical Revenue Management exercises by using Worldlink, a hotel sales and inventory management tool developed by Hotelzon International.