School of Hospitality and Tourism Management

Forecasting Masterclass

A one day Forecasting Masterclass for hoteliers. The programme will provide attendees with an understanding of the data needed to produce a forecast as well as the methods of forecasting.  It is a natural continuation from our 2 day introduction to hotel revenue management but it can also be taken as a stand-alone course. 

Summary and Key Outcomes 

Attendees will leave being able to produce a forecast manually that is accurate and reliable, practically tested and able to drive business forward. 

Theoretical learnings are applied immediately, asking attendees to produce their own manual forecast, and then test it by responding to business situations, assessing demand and using market intelligence to make decisions to revise strategies.

The learning environment that we create is friendly and mutually supportive with interactive discussions and practical challenges.  

With time for networking throughout the day, attendees can make new contacts in their industry and draw on each other’s experiences. 

The course is designed and delivered by The University of Surrey in partnership with SnapShot, a Berlin-based company, which provides analytics for hotel data, stored in the cloud, and presented on an intuitive, actionable dashboard. The School’s Centre for Research and Enterprise offers open and bespoke executive education programmes to meet the increasing demand for industry-specific learning and development. 

The partnership between the University of Surrey and Snapshot ensures the course provides attendees with access to the latest in both academic research and industry real time developments in the area of data analytics. 


  • Forecasting methods

  • Market awareness, segmentation and identifying trends

  • Demand driven decision making

  • Gathering data and producing a manual forecast

  • Understanding demand levers

  • Pick-up, wash, pace

  • Assessing business on the books

  • Market testing and evaluation

  • Understanding variances and amending a forecast 


The course has been designed as a follow on from the 2 day introductory course in hotel revenue management or for those who are new to revenue management.  Typically, attendees on the course will be hotel managers, junior revenue managers/coordinators or working in front office, reservations. 

Delegates are required to have basic excel skills.

Course Leaders 

The programme will be delivered by Sylvia Ganbert, teaching fellow at The University of Surrey, and Janel Clark, Head of Consultancy and Education at SnapShot.  Sylvia has recently returned to the UK following 4 years in Dubai, working in some of the most exclusive properties within Tiara Hotels & Resorts, Fairmont Raffles Hotels International and InterContinental Hotel Group.  Between them they have combined experience of over 40 years in the area of Revenue Management, having worked worldwide in both independent and large group hotel businesses. They are perfectly placed to provide sound teaching, demonstrating first-hand experience along with an understanding of current challenges and developments in the area of revenue management.