ShareDigital marketing is at the core of building a hotel’s awareness, reputation, and success in filling rooms. While not everyone needs to be an expert, everyone working in hotels today should have basic knowledge of how digital marketing works and how — if done well — it drive a hotel’s success.
- Have you ever wondered if you are using the right marketing strategies to help you exceed your revenue goals?
- Do you feel like you know one area of digital well but might be missing out on some other important segments?
- Do you work with digital marketers, but sometimes find yourself overwhelmed by what is being discussed (not to mention all those acronyms)?
For a comprehensive overview of the hotel digital marketing landscape, this is the program for you.
What are the differences between HDME and HDME+?
HDME – Up to 25 participants will meet via Zoom for 60 minutes weekly – for six weeks.
HDME+ – 100% online and on demand course. Six modules.
Additional content in HDME+:
- Deeper dive into all content
- SERPs and Schema
- Additional analytics and attribution concepts
- Digital marketing organization
- Scored practice exam questions for certificate
HDME+ Self-Paced Course Details
Module 1: Digital Marketing Framework
This module will take you approximately 90 minutes to complete and covers:
- Hotel Digital Marketing History
- Hotel Digital Marketing Framework
- Our Traveler’s Journey
- Digital Marketing Strategy
Module 2: Owned Media
While all channels are important, Owned Media is the area that your hotel or brand has the most control and influence over. Owned Media includes assets and tools such as your website, booking engine, email, CRM, and loyalty programs. In this module, we focus primarily on the website, booking engine, and email marketing.
This module will take you approximately 90 minutes to complete.
Module 3: Earned Media
We begin with reviews – as this has such a big impact on each step of the traveler’s path to purchase. We then move on to the evolving role of public relations and and social media. The module wraps up with the evolution of SERPs – search engine results pages and how adding schema to your website can help your organic results.
This module will take you approximately two hours to complete.
Module 4: Paid Media
The five lessons in this module take an in-depth look at Paid Media, including search engine marketing, metasearch, display advertising, paid social, and OTA advertising.
This module takes approximately 90 minutes to complete.
Module 5: Digital Marketing Analytics
This module explores the analytics of digital marketing and includes website analytics, paid advertising analytics, earned media advertising analytics, and distribution and technology.
It will take approximately 60 minutes to complete.
Module 6: Trending Tropics
This lesson ties up all of the loose ends of digital marketing for hotels. It covers big trending topics including Big Data and AI, vendor management, and the organizational structure of the digital marketing function – now and in the future.
This module will take approximately 90 minutes.
This course is a must for eCommerce, revenue, sales, and marketing professionals who need to advance their knowledge around all things digital marketing.
It is for regional, corporate and property level:
- eCommerce Managers
- Directors of Sales and Marketing
- Revenue Managers & Directors
- General Managers
- Asset Managers
In addition to hoteliers, those who support hotels including hospitality suppliers and vendors.
YOU HAVE OPTIONS
- Purchase all six modules
- Pick and choose the modules you want individually
Either way, you’ll receive a copy of the book Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape [the study guide for the Certified Hospitality Digital Marketer (CHDM) certification].
Register Now via HSMAI’s partner, HotelBSchool
- Full course for HSMAI members = $425
- Full course for Non-members = $450
- 20 or more registrations = $295 per person
The full course registration fee includes:
- the live, instructor-led course (meets once a week for 6 weeks from 3:00 – 4:30 pm ET)
- a copy of the book Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape [the study guide for the Certified Hospitality Digital Marketer (CHDM) certification]
Individual modules are $75 for HSMAI members and $80 for non-members. Individual modules do not include a copy of the book.
This registration fee does NOT include the CHDM certification. Learn more about the CHDM certification and applying for it. This course is NOT a requirement for the CHDM, but is a great prep course if you’re taking the CHDM exam.
Rather attend a live, instructor-led virtual course? The next course starts September 16, 2025.
Earn 10 hours of continuing education credits for your Certified Hospitality Digital Marketer (CHDM) application or recertification.