Six-week virtual classroom series

Have you ever wondered if you are using the appropriate marketing strategies to hit revenue goals for your hotel(s) and/or organization?  Or are you unsure of the common terms used within hospitality digital marketing?

Acquire a better understanding of the hospitality digital marketing concepts, tools, and techniques you need to know in 2022 by participating in a live collaborative education experience over 6 weeks.

Learners will be able to confidently find their way through the complex web of hotel digital marketing and come away with key knowledge to work more skillfully with internal teams and external partners to grow sales. Participants will also gain the skills and knowledge in preparation for the Certified Hospitality Digital Marketer (CHDM) exam.

What You Will Learn

• How to apply digital marketing knowledge to grow revenue
• How to solve digital marketing opportunities for hotel properties and partners
• How to make better decisions around marketing channel ROI
• How to communicate strategies more credibly to owners, vendors, and other team members

Course Outline:

The course(s) are designed over a six-week consecutive time period, segmented by digital marketing topic area.

Prework

15 minute video on the history and key milestones of hospitality marketing

Week One

Introduction and definitions of Paid, Owned and Earned Media The Marketing Funnel, Conversion Formula and Buyer Journey Business, Customer and Marketing Strategies

Week Two

Owned Media

• Hotel Website – Content, Imagery, SEO and Merchandising
• SEO
• Booking Engine

Week Three

Owned Media (Continued)

• CRM
• Email Marketing
• Loyalty and Recognition
• Tracking and Analytics

Week Four

Earned Media

• Social
• Public Relations
• Reputation Management
• Influencers
• Tracking and Analytics

Week Five

Paid Media

• Search
• Display
• Native Advertising
• Meta
• Affiliate Marketing
• Social Media
• Tracking and Analytics

Week Six

Distribution Landscape

• OTAs – Models and Strategies
• Tracking and Analytics

Vendor Management

Communication

Wrap Up

Note: All live virtual sessions will take place from 11:00 am – 12:00 pm GMT, every Tuesday. If unable to attend any of the sessions, a recording of the session will be provided to participants upon conclusion of each session.