• 2017cover Presentation
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Permanent training master's degree in revenue management, business development and big data

Own Teachings
Telephone: 91 488 70 40 /670-79-23-68

more information    master's website

Basic Information


Since 2008, with the Title of Expert in Revenue Management, the Rey Juan Carlos University has become a leader and pioneer in Revenue Management training in Spain and Europe thanks mainly to the professional teaching staff that makes up the faculty, the internships in the best companies and the MR simulator handled by the students. In addition, the university is in the QS ranking, standing out among the 150 best universities in the world in Hotel Management.

The change of the title from Expert to Master is given by the current strategic and holistic conception of Revenue Management integrating with the Commercial, Marketing department that has originated in the companies of the tourism sector the Department of Business Development. However, most of the current directors of Business Development come from the area of ​​Revenue Management, but in many cases they lack commercial training. In this sense and to prepare these new professionals that the sector already demands, the Master in Revenue Management, Business Development and Big Data has been created, incorporating Marketing and Commercialization content into Revenue Management content.

Some important milestones that support us:

  • The Spanish Confederation of Hotels and Tourist Accommodation and the hotel chain Nh Hotel Group have been the main partners of the Revenue Management Programs since the beginning.
  • In 2012, British Airways requested to teach content and recruit students who had completed the degree.
  • Melia Hotels International and Nh has been recruiting our students at the beginning of the course for four years.
  •  Infojobs already in 2014 referred to the URJC as the university where most of the directors of Revenue Management in our country had been trained.
  • We have given training in Revenue Management in Official Masters in other Spanish universities and hotel associations, etc. 
  • We have published the first Revenue Management manual in Spanish. 
  • We have published academic articles in the most prestigious journals in this area (Journal of Pricing and Revenue Management; Journal or Tourism and Hospitality Management, etc.).
  • We have held important conferences and seminars, one of the last ones brought together more than 3.000 professionals. 
  • And above all the high employability of our students


Face-to-face training 230 hours

  • Module 1. Revenue Management:
    • Fundamentals and application RM.
    • Introduction to RM with a brief summary of the discipline, the different facets to be covered throughout the course».
    • Segmentation: RM by market segment.
    • Revenue Management Tools.
    • CRM.
    • Implementation of the Revenue Management Action Plan.
    • Organization: The RM in the organization -Job Description and Reporting.
    • Recruitment strategy in Business Travel.
  • Module 2. Economics applied to Revenue Management:
    • Economy and impact on RM management
    • Microeconomics and macroeconomics
    • business economics
    • Statistical information sources
    • Risk management
    • Game Theory applied to Revenue Management
  • Module 3. Accounting and Finance applied to Revenue Management:
    • P&L, effect on profits.
    • Hotel Valuation. Impact on stock market returns.
  • Module 4. Forecasting:
    • Introduction to FC, Unconstrained demand, LR value, etc.
    • FC levels, FC impact, FC processes, FC ingredients, difference by type of hotel, Automation, systems, Group RM, etc.
    • Forecast control.
    • Practical application of Forecasts.
  • Module 5. Benchmarking:
    • Competitive pricing and benchmarking
    • Market Shares
    • Marketing. Market study, SWOT, etc.
    • competitive positioning
    • P&L Benchmarking
    • Tools: STRtr report / INE and other metrics
    • Case study: Hotel positioning study
  • Module 6. Distribution and Revenue Management:
    • Introduction to distribution.
    • Channel Management: Rate Parity + Channel Management.
    • Distribution channels: Tour Operation -RM Strategies with TTOO.
    • Distribution channels: Opaque Rates.
    • Importance of direct channels: creating a direct sales strategy.
    • SEM/SEO.
    • The Impact of Social Media and Social Networks on Distribution.
    • Distribution channels: Importance of OTAs and impact on RM management.
    • Creating a business relationship with the OTAs
  • Module 7. Organization and leadership:
    • Teamwork.
    • Motivation and leadership.
    • Efficient presentations.
  • Module 8. Pricing:
    • Pricing: development of pricing strategy by segment.
    • Pricing: positioning techniques.
    • Pricing on luxury products.
  • Module 9. Big Data / Business Intelligence:
    • Introduction to Big Data. Main indicators of RM
      • Philosophy, application and management of KPIs
      • Basic concepts of Business Intelligence (BI)
      • Data visualization: Visual analytics
    • Fundamentals of econometrics, statistics and Data Science
      • From “small data” to “Big Data”
      • What is Big Data from the point of view of the Data Scientist?
      • machine learning A technical review of the most popular methods
      • Fundamentals of econometrics
    • Big data, machine learning and RM
      • Big Data applied to RM
      • Evolution of RM systems and their relationship with data volumes
      • Difficulties of Big Data in the tourist environment
      • Big Data: Global vision and main platforms
  • Module 10. Sales Management:
    • Upselling
    • Cross-selling
  • Module 11. Total Revenue Management:
    • F&B, Banquets
  • Module 12. Application of Revenue Management in other businesses:
    • Airlines
    • Theme Parks
    • Cruises
    • railway lines
  • Module 13. Business Development
    • Trade Marketing Strategy
    • Trade Portfolio Definitions
    • destination marketing
    • Commercial network management by markets and accounts
    • Business CRM Tools
    • commercial organization
  • Module 14: Coaching-Career Orientation Service
  • Workshops – E-Commerce – RM Tools.
  • End of Course Project. Revenue Management Game:
    • Students divided into groups, representing hotels, compete against each other in a simulation of a real market environment.
    • The End of Course Project is defended before a Tribunal of Experts in Revenue Management, who will assess the strategies followed in the Simulation Game.
    • Use of REVsim Simulation Platform.
  • External Internships
    • Tutoring and evaluation of external practices


Title aimed, mainly, at professionals in the tourism sector and Diplomas / Graduates / Graduates, who wish to specialize in Revenue Management.

To study this title it is necessary to be in possession of a Bachelor / Diploma or Graduate degree. Students in the 4th year of the degree course are also allowed to take this course, in the absence only of the Final Degree Project or accrediting professional experience.

Places are limited, so the selection will be made based on the CV and/or academic record.

Possibility Scholarships CEHAT Members and NH employees.

Number of places offered: 30

Number of reserved places: 5% When the number of applications that meet the access requirements exceeds the number of places available, a place is reserved for vulnerable groups (disability, victims of terrorism and gender violence, article 50 of the regulation) with the same selection criteria. In the event that said quota is not covered, it will pass to the general quota.

The start of the course is conditioned to the minimum number of students enrolled

Academic Management and Faculty

Direction of RM Programs:

  • Dr. Dª. Crossbow Heel Pillar. Universidad Rey Juan Carlos (See CV)
  • Mr. Fernando Vives. Chief Commercial Officer. NH Hotel Group (See CV)

Professional coordination of RM Programs:

  • D. Antonio Gil. Director of Revenue Management. Hotel Melia Castilla ( See CV)
  • Ms. María Dolores Flecha. Responsible Simulator Game (RevSim) ( See CV)

Academic coordination of RM Programs:

  • Dr. Lydia González. King Juan Carlos University.

Academic Secretariat of the RM Programs:

  • Gema Gazo Moya.


The Faculty of Professors of MASTER IN permanent training of REVENUE MANAGEMENT, BUSINESS DEVELOPMENT AND BIG DATA is made up of the following professors:

  • Mr. Fernando Vives. Chief Commercial Officer, NH Hotel Group. Director Expert Course RM. (See CV)
  • Dr. Dª. Talon Pillar. Professor / Researcher, Universidad Rey Juan Carlos. RM Expert Course Director. (See CV)
  • Mr Antonio Gil. Director de Revenue Management, Melia Castilla Hotel. Professional Coordinator Expert Course RM. (See CV)
  • Mr. Ramón Estalella. Secretary General, Spanish Confederation of Hotels and Tourist Accommodation. (See CV)
  • Mr. Rodrigo Moscardó, Chief Operations Officer, Iberostar Hotels & Resorts. (See CV)
  • Mrs. Diana Marin, SVP Sales and Distribution, NH Hotel Group. (See CV)
  • Mr. Miguel Afan, Partner at Simon & Kucher. (See CV)
  • Mrs. Lucie Chmelikova. Expert Project Leader at Boston Consulting Group (BCG). (See CV)
  • Mrs. Gloria Lopez. Head of Revenue Management, BrainTrust. (See CV)
  • Mrs. Elga Castro. Senior Director of Revenue Management South Europe, NH Hotel Group ( See CV)
  • Mr. Eduardo Yunta. Sr. Director of Business Development, Nh Hotel Group. (See CV)
  • D. Justo Julia. Financial Controller, Marriott International. (See CV)
  • Mr. José Ignacio Sánchez. Director Hotels and Leisure, Braint Trust (See CV)
  • Mrs. Clara Solar. Social Media Strategist, Praise. (See CV)
  • D.Neville Isaac. Chief Customer Officer, Beonprice. (See CV)
  • Mrs. Mercedes Sanchez. Senior Principal Client Partner, Hotels, TripAdvisor. (See CV)
  • Mr. Marc Abel. Pricing & Revenue Manager,Uriach (See CV)
  • Mrs. Carmen Alvarez. Senior Manager Analytics, Teva Pharma. (See CV)
  • Mr. Diego Fernández Pérez de Ponga. Corporate Director Revenue and Distribution, Palladium Hotel Group (See CV)
  • Mr. Javier Espinosa. CEO and Co-founder at Dynameat (See CV)
  • Mrs. Janneke Messiaen. VP of Commercial Systems & Services & B2B Digital Sales, NH Hotels Group. (See CV)
  • Mr. Manuel García Blanco. Coach trainer, Institute of Coaching and Humanistic Therapy.
  • D. Oscar Grau. hotel managerNH Hotel Group
  • Mr Neil James. Chief Operations Officer, ReviewPro. (See CV)
  • Mr. Cori Inti Galindo. VP Commercial Development & Growth, NH Hotel Group (See CV)
  • D. Diego Fernandez. Consultant, The Right Balance Hospitality Consulting. (See CV)
  • Mrs. Judith Guemes. Vice President CRM & Loyalty, Nh Hotel Group. (See CV)
  • Mr. Edgar Sanchez. Director Digital Performance Marketing, NH Hotel Group (See CV)
  • Mr. Cesar Escribano. STR (See CV)
  • Mr. Alberto Plaza. Director of Sales Southern Europe, Ideas. (See CV)
  • Mr. Jose Antonio Dominguez. Data & Analytics Senior Manager, PWC (See CV)
  • Mr. Juan Magaz. Vice President Revenue Management, Renfe. (See CV)
  • Mr. Daniel Benito. Regional Revenue Manager, MHI (See CV)
  • Mr. Alessio Di Gaetano. Co-Founder & Chief Revenue Officer, Dynameat. (See CV)
  • Dr. D. Jesus Palomo. Professor / Researcher, Rey Juan Carlos University. (See CV)
  • Dr. Dª. Cristina Figueroa Domecq. Professor / Researcher, Rey Juan Carlos University (See CV)
  • Dr. Dª. Pilar Abad. Professor / Researcher, Rey Juan Carlos University
  • Dr. Dª. Maria Dolores Arrow. Professor / Researcher, King Juan Carlos University. (See CV)
  • Dr. Cristina Soguero Ruiz /Researcher, King Juan Carlos University. (See CV)
  • Dr. Sergio Muñoz Romero / Researcher, King Juan Carlos University.
  • Dr. José Luis Rojo / Researcher, King Juan Carlos University. (See CV)
  • Mr. Hector Coronel. Director of Tourism at Madrid City Council, Madrid City Council. (See CV)
  • Mr. Gonzalo Carpenter. SVP Business Transformation & Operations, RHG. (See CV)
  • Mrs. Barbara Garcia. VP Trade Marketing, NH Hotel Group (See CV)
  • D. Leon Herce. Chief Sales Officer, Hotelbeds (See CV)
  • Mrs. Maria Jesus Aliaga. Food/Grug/Pharma/ Dental Channel Leader Spain/ Portugal, Philips (See CV)
  • Mr. Pablo Sagarminaga. Commercial Strategy Executive & C4C Leader, NH Hotel Group (See CV)

Quality guarantee


Results report

Once the follow-up of the Master of Lifelong Training has been carried out, the most relevant quantitative information on the results obtained in the follow-up of said Degree is shown.

General information collection plan

Within the quality assurance system of the Rey Juan Carlos University, the following surveys are planned:

- Student profile

- Teacher evaluation

- Degree of satisfaction:

  • Of the students
  • of the graduates
  • From the Faculty
  • Administration and Services Staff

- Labor insertion

- External internships:

  • Satisfaction of interns
  • External tutor satisfaction
  • Employer satisfaction

Survey results:

  • Indicators 2022/23

Improvement actions

The Quality Assurance System of the Rey Juan Carlos University establishes that the degree's Quality Assurance Commission will annually analyze the information derived from the degree's indicators and prepare a report that will include improvement plans if the results so indicate.

Duration and development


Place of realization: King Juan Carlos University. Madrid Campus (Manuel Becerra)

Duration: 227 teaching hours (60 ECTS credits).

Schedules: From Wednesday to Friday from 18:21 p.m. to XNUMX:XNUMX p.m.

Reservation of place and enrollment


Pre-registration period: from May 3, 2024 to September 30, 2024

Enrollment deadline: from October 01, 2024 to October 10, 2024

Start date: 16th October 2024

Ends: May 16th 2025

Title price: 5900 €Scholarship possibilities for CEHAT members and NH employees.

Pre-registration: €500. This amount is included in the total cost of the course and will be refunded if your academic application is not accepted. If, once the student's application is accepted, he/she does not formalize the registration, the amount deposited as pre-registration will not be returned.

Number of places offered: 30

Number of reserved places: 5%. When the number of applications that meet the access requirements exceeds the number of places available, a place is reserved for vulnerable groups (disability, victims of terrorism and gender violence, article 50 of the regulation) with the same selection criteria. In the event that said quota is not covered, it will pass to the general quota.

The beginning of the course is conditioned to the minimum number of students enrolled.

Our training programs can be subsidized through the State Foundation (FUNDAE).


Documentation to attach, forms and place of delivery

The documentation that the applicants will have to submit is the following:

  • National Identity Document or Passport.
  • Title accrediting your studies
  • Curriculum Vitae
  • Photocopy of the bank transfer made in the pre-registration (250 euros)
  • In case of requesting the Scholarship from the Hotel Confederation, a letter must be uploaded from the Director of the Hotel or Chain that belongs to CEHAT certifying that the student requesting the scholarship is an employee of the hotel or chain.
  • Responsible Declaration of Veracity of the Data Provided in Digital Format (document that we attach) (DOCUMENT)

Only in the event that the documentation is delivered to one of the URJC Registries, they must attach 2 copies of the pre-registration made online, one of the copies will be stamped as proof of delivery by registration.

* To obtain the two copies of the registration made online, you must print your application https://miportal.urjc.es/GestionSolicitudes/loginUsuarios.jsp with your username and password retrieve your data and print the sheets.

For more information on URJC Registries: https://www.urjc.es/estudiar-en-la-urjc/admision/1062-unidades-y-servicios-centrales#información-y-registro-general