Ver o conteúdo principal

Business Analytics for Hospitality Management

Header level 3

Business Analytics for Hospitality Management

Transform data into strategic decisions and lead the future of hospitality.

Data analytics is transforming the way hotels make decisions, generate revenue, and create memorable experiences.

This executive program, in online format, prepares leaders to navigate this new reality, combining strategic vision, analytical thinking, and a deep understanding of the technologies that are redefining the hospitality sector.

Throughout the program, executives explore real-world challenges, new approaches to revenue management, artificial intelligence, and forecasting, guided by academic experts and leading industry professionals.

A transformative experience for those who want to lead with confidence and create competitive advantage in an increasingly data-driven hospitality sector.

Start date: October 6th,2026

Applications open. Apply now!

NOVA IMS’ executive education offer in Hospitality and Tourism also includes the Smart Destinations Management program.

Contact us
Brochure

To download, please enter the following informations
Download
Apply here
  • Vagas

    Format

    Online

  • Media

    Duration:

    October to November 2026
    and January to February 2027

  • Semestres

    Frequency

    Tuesdays and Thursdays,
    6.30 PM to 10 PM

  • Lingua2

    Start Date

    October 6th, 2026

Partner Entity

  • ESHTE (1)
    ESHTE
Loading...
resumo do conteudo da tabela
Curricular
Unit		 Program Annual Prize
Value
  • caption text

Business Analytics for Hospitality Management
Play video

General Information

The Executive Program in Business Analytics for Hospitality Management prepares hospitality professionals to lead in a sector increasingly driven by data, technology, and analytical intelligence.

Throughout the program, participants develop skills in digital transformation, Artificial Intelligence, Revenue Management, forecasting, distribution, and financial analysis, with a strong focus on practical application to management and performance improvement.

The program is delivered online in a synchronous format, during after-work hours, facilitating compatibility with professional commitments. Classes are taught in English, but may be delivered in Portuguese if all participants understand and speak Portuguese.

Who is it for?

If you work in the hospitality sector and are looking to strengthen your skills to advance in your career, this program was designed to support your professional development.

It is intended for those who want to enhance their decision‑making capabilities, improve operational performance, and prepare for roles with greater responsibility and organizational impact.

It is especially suited for:

  • Hotel directors and managers
  • Revenue managers, sales managers, and department heads
  • Professionals who use data in daily operations and want to deepen their analytical skills
  • Leaders interested in integrating AI, automation, and forecasting into management processes
  • Professionals who aim to stand out in an increasingly data‑driven market

If your goal is to make more accurate decisions, boost operational efficiency, and lead teams with confidence, this program represents a strategic step in your development.

  • Career Outcomes and Impact

    Develop the skills to interpret data, anticipate trends, and make strategic decisions with a direct impact on business performance and profitability.

    Throughout the program, you will acquire tools that you can immediately apply to optimize operations, improve results, and gain deeper insight into your customers.

    Position yourself as a differentiated professional and prepare to advance into roles such as Hotel Director, Revenue Manager, Operations Director, or Hospitality Business Analyst.

    This program prepares you to face the challenges of modern hospitality, using analytics to support decision‑making and enhance business performance.

Why choose this program

Develop a new way of thinking and making decisions in hospitality

  • In a sector increasingly defined by the ability to anticipate demand, optimize revenue, and understand the customer, this program prepares leaders to integrate data, analytical intelligence, and strategic vision into decision‑making.
  • More than acquiring tools, you will develop a new perspective on how to create value and lead with impact.

A learning experience with real‑world application

  • Each module was designed to connect knowledge with context, enabling the immediate application of business analytics, revenue management, and artificial intelligence concepts to the concrete challenges of hospitality.
  • This is a program designed to transform how you decide - not just what you know.

Outstanding Faculty and strong industry connection

  • Benefit from a unique combination of academic rigor and executive experience, learning from analytics experts and leaders who are actively shaping the future of the hospitality industry.
  • This proximity ensures relevance, up‑to‑date insights, and a direct connection to the reality of the sector.

An experience designed for executives

  • The flexible format allows you to develop new skills while managing professional responsibilities, in a demanding, collaborative, and intellectually stimulating environment.
  • You will participate in an experience that values sharing, critical thinking, and individual growth.

Position yourself within the next generation of hospitality leaders

  • The leaders who will shape the sector’s future are those who can transform data into decisions and decisions into competitive advantage.
  • This program prepares you to take on that role - with confidence, clarity, and strategic vision.

Partners: Applied projects developed with public entities and technology companies, bringing training closer to the real challenges faced by cities.

Applied Labs: Hands‑on learning through projects developed in collaboration with NOVA Tourismo & Hospitality Analytics Lab, applying data-driven analytics to real tourism and hospitality business challenges.

Faculty: Professors with academic and applied experience in urban intelligence, within an institution that includes researchers recognized in the Top 2% Scientists.

Program

Offered in online format, this Program unfolds across four executive specializations and seminars with industry leaders. It follows a structured approach designed to help participants understand how to leverage data, technology, and analytical intelligence to support decision-making, enhance performance, and increase profitability in the hospitality sector.

Throughout the program, participants explore topics such as digital transformation, Artificial Intelligence, Revenue Management, forecasting, digital customer experience, distribution, and financial analysis. The focus is on practical application within real organizational contexts, developing the skills needed to make data-driven decisions, improve performance, and lead organizations in a sector increasingly shaped by technology and analytical intelligence.

Each specialization includes two modules and an executive seminar, ensuring a progressive and management-oriented learning experience.

 

  • Specialization 1: Digital Transformation and Intelligent Technologies

    Module - Smart Hospitality Systems and Digital Transformation

    Faculty - João Pronto (ESHTE)

    This module explores how intelligent systems and digital ecosystems are transforming hotel operations. Participants will:

    • Understand Smart Hotels and digital ecosystems
    • Explore technologies such as IoT and automation
    • Understand integration across systems and platforms
    • Identify technological and cybersecurity risks
    • Lead digital transformation processes

    Module - Artificial Intelligence for Hospitality Operations and Management

    Faculty - Nuno António (NOVA IMS)

    This module covers the role of Artificial Intelligence in supporting decision‑making and operational efficiency. Participants will:

    • Understand the fundamentals of AI
    • Explore operational and managerial applications
    • Identify automation opportunities
    • Support decisions using AI
    • Assess risks and ethical implications

    Seminars topics:

    Data Governance, Ethics & Trust in Hospitality AI

    Adolfo Mesquita Nunes, Pérez-Llorca

    • Guest trust, privacy, regulation
    • Executive accountability in AI adoption

    From Smart Hotels to Intelligent Decisions
    Marco Correia, CTO, Mercan
    André Anderson, Hilton EMEA

    • Digital IT standards
    • IT innovations

    Market Trends
    Sérgio Guerreiro, Turismo de Portugal

  • Specialization 2: Revenue Management and Profit Optimization

    Module - Advanced Revenue Management and Open Pricing

    Faculty - Maria Teresa Tiago (NOVA IMS)

    This module explores strategies to maximize revenue and profitability. Participants will:

    • Understand modern Revenue Management
    • Develop dynamic pricing strategies
    • Analyze demand and market data
    • Support strategic decision‑making
    • Improve profitability

    Module - Demand Forecasting and Scenario Planning

    Faculty - José Pedro Almeida (NOVA IMS)

    This module examines the role of forecasting in planning and decision‑making. Participants will:

    • Understand forecasting fundamentals
    • Analyze trends and patterns
    • Develop operational forecasts
    • Use scenarios to support decisions
    • Integrate forecasts into planning

    Seminars topics:

    Revenue Strategy in Volatile Markets

    Jorge Cardoso, Emirates

    • Crisis pricing decisions
    • Airline & hospitality cross-learning

    From Forecasts to Executive Decisions
    Gonçalo R. Almeida,Vila Galé
    André Santos, Duetto

    • How boards interpret forecasts
    • Avoiding forecast misuse

  • Specialization 3: Digital Customer Experience, Distribution and Growth

    Module - Digital Marketing, CRM and Guest Analytics

    Faculty - Paulo Rita (NOVA IMS)

    This module explores how to use data to improve customer relationships. Participants will:

    • Understand the customer journey
    • Use CRM and customer data
    • Develop personalization strategies
    • Evaluate campaigns and performance
    • Support marketing decisions

    Module - Distribution, E‑Commerce, and Metasearch Strategy

    Faculty - Rodrigo Roquette (ESHTE)

    This module explores how to optimize digital channels and sales. Participants will:

    • Analyze direct and intermediary channels
    • Understand metasearch and digital distribution
    • Evaluate website performance
    • Support distribution decisions
    • Improve channel profitability

    Seminars topics:

    Winning the Digital Guest Relationship

    Patricia Correia, Palácio Tavira
    Rodrigo Roquette, Cascais Tourism Board

    • Loyalty beyond points
    • Brand vs platform power

    Distribution Power, Data and Negotiation
    Filipa Campos, Guestcentric

    • OTA negotiations
    • Platform dependency risks

  • Specialization 4: Leadership and Strategic Financial Analysis

    Module - Data-Informed Leadership & Decision Intelligence

    Faculty - Nuno Gustavo (ESHTE)

    This module prepares leaders to make decisions based on data. Participants will:

    • Interpret dashboards and indicators
    • Support strategic decisions
    • Communicate data effectively
    • Avoid misinterpretation errors
    • Lead with data

    Module - Financial Analytics and Performance Management

    Faculty - Carlos Costa (ESHTE)

    This module explores the link between decisions and financial outcomes. Participants will:

    • Understand financial structure
    • Analyze performance and profitability
    • Evaluate investments
    • Support strategic decisions
    • Create sustainable value

    Seminars topics:

    Leading with Data: Executive Decision Stories

    Francisco Moser, Details

    • CEO and GM perspectives

    Financial Value Creation in Hospitality
    José Theotónio, Pestana Hotel Group
    Carlos Costa, IHSP

    • Investor expectations
    • Translating strategy into numbers

  • Executive Seminars and Practical Application

    Throughout the program, participants will have access to seminars (with the possibility of remote participation) led by industry leaders and experts, providing a direct connection between academic knowledge and business reality.

    The program concludes with a practical application project, allowing participants to consolidate knowledge and apply concepts within their professional context.

Objectives

 

At the end of the program, participants will be prepared to:

  • Support decision‑making based on data and performance indicators
  • Improve revenue and profitability through pricing and forecasting strategies
  • Apply digital technologies and Artificial Intelligence in hotel management
  • Optimize customer experience and distribution strategy
  • Analyze financial performance and support strategic decisions

 

Program Calendar

Format: Online, synchronous
Schedule: Tuesdays and Thursdays 
Sessions: 6:30–8:00 p.m. and 8:30–10:00 p.m.

Specialization 1 – Digital Transformation and Intelligent Technologies

  • Dates: October 6, 8, 13, 15, 20, 22, 27 and 29, 2026
  • Seminar: October 31, 2026

Specialization 2 – Revenue Management and Profit Optimization

  • Dates: November 3, 5, 10, 12, 17, 19, 24 and 26, 2026
  • Seminar: November 28, 2026

Specialization 3 – Digital Customer Experience, Distribution and Growth

  • Dates: January 5, 7, 12, 14, 19, 21, 26 and 28, 2027
  • Seminar: January 30, 2027

Specialization 4 – Leadership and Strategic Financial Analysis

  • Dates: February 2, 4, 9, 11, 16, 18, 23 and 25, 2027
  • Seminar: February 27, 2027

Faculty

NOVA IMS

ESHTE

  • avatar
    João Pronto
    Smart Hospitality Systems and Digital Transformation
  • avatar
    Rodrigo Roquette
    Estratégia de Distribuição, E‑commerce e Metapesquisa
  • avatar
    Nuno Gustavo
    Data-Informed Leadership & Decision Intelligence
  • avatar
    Carlos Costa
    Financial Analytics and Performance Management

Admissions and Investment

The program can be attended by module, by specialization, or in its entirety.

  • Module: €715
  • Specialization: €1,070
  • Executive Program Diploma (4 specializations): €3,900

  • Entry Requirements

    To be admitted to this course, applicants must meet the following requirements:

    • Hold a bachelor's degree in a compatible area (completed by March 2026) or have relevant professional experience in the field;
    • Be proficient in English.

  • Application Fee

    The application fee is €51. Applications will only be considered submitted after payment of the application fee within the stipulated deadline. The fee is non-refundable in case of withdrawal or non-admission to the course.

  • Application process

    To begin your registration, select the option corresponding to the course you wish to attend on the NOVA IMS Applications' Portal:

    • Executive Program in Business Analytics for Hospitality Management
      • Choose this option if you wish to attend the full program.
    • Specialization
      • If you wish to attend one or more of the specializations, select the option with the name of your chosen specialization(s) on the Portal.
    • Individual Module
      • If you wish to attend one or more individual modules, select the option corresponding to the name of the module(s).

  • Pre‑registration

    After being admitted to the Executive Program Business Analytics for Hospitality Management and upon confirming enrollment, students must pay the pre‑registration fee (approximately one week after the admission results are announced). This amount is deductible from the total investment and non‑refundable in case of withdrawal, with the following values:

    • €1,000 for applicants who are nationals of a European Union member country
    • €2,500 for applicants of other nationalities

  • Financial Conditions

    Payment methods for the full program:

    1. Full payment upon admission
      • €3,900 
    2. Four installments:
      • €1,000 upon pre-registration (deductible and guarantees place reservation)
      • €1,000 by October 6, 2026
      • €1,000 by November 3, 2026
      • €900 by January 28, 2027

    Specializations

    • Cost: €1,070 (per specialization)
    • No registration fee
    • Full payment upon admission

    Individual modules

    • Cost: €715 (per module)
    • No registration fee
    • Full payment upon admission

  • Certification

    Participants who successfully complete the program will receive a Certificate of Completion, issued by NOVA IMS and ESHTE.

Available discounts

  • Companies that sponsor a course for at least 2 employees receive a 10% discount on the total investment, not cumulative with other discounts.
  • Companies that sponsor a course for 3 or more employees receive a 20% discount on the total investment, not cumulative with other discounts.
  • 20% discount for ESHTE/NOVA IMS alumni, not cumulative with other discounts.
  • 20% discount for Visit Cascais members, not cumulative with other discounts.

Contacts

For more information about this course, please contact:

Renata Barateiro

Marketing and Admissions Coordinator for Executive Education
Marketing & Admissions Department

+351 213 828 619

executive@novaims.unl.pt