This module addresses the core principles of digital marketing for the hospitality sector. You will be able to identify clear and SMART business objectives that will be the foundation for a sound digital marketing plan, learn how to approach online your audience and develop insight of the hospitality industry.
The Content Marketing module will provide you with the knowledge and skills required to plan and execute a hospitality-related content marketing strategy which is customer persona-based and data-driven, informed by applied business objectives, aligned with the hospitality-based buyer’s journey and in accordance to your marketing strategy.
The Social Media module demonstrates the most critical digital marketing platforms, ways of identifying which one is the most suitable for the hospitality industry and highlights best practice in designing and setting up a social media experiences for your hospitality business.
The most important factor in the Hospitality industry is your property to be found online. The SEO module will demonstrate, step-by-step, how to build an organic search marketing strategy that with the solid purpose to bringing targeted traffic to your website. Learn how to boost conversions, make your services stand out against your competition and ensure the best ROI possible.
The Paid Search module explores the fundamentals of paid search and its advantages, while showing you how to implement and manage successful, hospitality-based successful Pay-Per Click (PPC) campaigns by using Google Ads and Hotel Adds. Through this module you will become familiar with the key concepts such as bid auctions, managing paid advertising budgets, ways of optimizing these campaigns, and analysing their performance for future best practice.
This module will introduce the fundamentals of display and video advertising, highlight its relevance to the hospitality industry and demonstrate how to set up and manage a YouTube channel. It will also cover the various different ad formats available within Google Display Network, but also best practice regarding setting up and managing campaigns.
This module will enable you to build an effective strategy by showcasing the importance of email marketing and exploring the concepts of segmentation, personalization, timing and engagement specifically for businesses in the hospitality industry. Moreover, you will be introduced to important regulative frameworks regarding SPAM, and data protection that underpin an effective email marketing strategy.
Website Optimization is a key component when it comes to conversions. In this module you will develop skills on how to build a well-designed, high-performing and optimized website and how UX & UI elements should be aligned to your hospitality business’ objectives in order to enhance direct bookings. You will be introduced to the fundamentals of an effective website design and integrated technologies that a hotel can use and ways to support its efforts to increase conversion rates. Also, to be able to determine the most suitable hosting option depending on your budget and business goals.
In this module you will be introduced to the basics of web analytics, the associated legal responsibilities as well as best practices for data collection, consent and privacy that enable a hospitality digital marketer to draw actionable conclusions from website or marketing channel data.
This module demonstrates the key components of an effective, manageable and measurable digital marketing strategy for your hospitality business. You will also be introduced to different methods to develop a successful budget plan and measure the ROI for digital activities.
This module introduces the importance of managing a company’s online reputation with a special focus on the hospitality sector. It will enable you to develop a solid strategy to managing, monitoring and defending your online reputation. It will also demonstrate ways of collecting customer reviews and responding to both positive and negative comments.
This module unwraps the process on how to effectively distribute hotel rooms and other inventory – revenue centers throughout the internet. By being able to understand where hotel revenue comes from, the real cost of your room and / or running an event, and what this means for the total value of the property.
Further you will identity the distribution channels that hotels use and invest in, the significant impact they may have on their revenue management strategy, and overall success. Examining online distribution channels used in the hospitality industry such as: Property Websites, Global Distribution Systems (GDS), and online travel agents (OTAs), you need to understand the rules of the electronic distribution environment and how it operates in order to develop a comprehensive pricing strategy to maximize revenue and profit. Maximizing profitability can only be possible by extracting intelligence on the day-by-day activity of these channels and analysing the possible displacements.
This module explores the several marketing concepts that play a significant role in strategic revenue management. Being able to understand aspects of differentiation for generating demand, you will be able to explain how revenue management relies on effective demand analysis & forecasting and how strategic pricing decisions are affected.
This module will enable you to understand why blogging is becoming a key part of a hotel branding strategy. It explains why and how blogs can become a great way to get ideas and information across to various people who might otherwise not encountered it and how blogging affects your brand visibility and credibility. It shows how a successful blog can create user generated content that may improve SEO, establish trust and create a different perspective through storytelling, resulting in repeat customers and / or expose your property to someone who would not have found it otherwise, via a relatively inexpensive way.
The modules focus on the importance of digital PR and its contribution on public perception and acceptance of a hotel business. In a field as highly competitive as hospitality, the role of PR is to build a hotel’s reputation and to protect it from damage. You will understand how a PR plan will keep your customers engaged on social media, and due to the dynamic nature of the markets, PR becomes an active and ongoing process online. It can be a marketing asset for the hotel and contribute to the bottom line.
Where should hotel companies focus their efforts for development in tomorrow’s digital economy? This module has as an objective to identify and analyse the newest technology innovations and the upcoming digital trends for the Hotel industry. The hotel industry is in the middle of a digital transformation and in order to be ready, the focus must be on the users’ needs for an increasingly more digital experience. this digital transformation can help the hotels to increase profits, make internal processes more efficient, and comply with applicable regulations.
This module will demonstrate the 10 Steps required complying with the GDPR. It will also enable you to understand the key concepts of the regulation and how to apply them to your hospitality business.