Making Sense of a Complex Topic
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 2020 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 Past Participants Have Said
Built on real-life, best-in-class examples, the class gave me best practices I could implement right away. It built my digital marketing vocabulary, and gave me the right questions to ask my internal stakeholders and agency partners.
This course was highly valuable. I now understand the different platforms, how to execute content most effectively through them, and the technology behind them. I would recommend this course for any DOSM.
You won’t be disappointed! I would highly recommend this course to anyone looking to refresh or learn the skills and knowledge needed for a hospitality marketing role today.
My company enrolled 17 of our team members, and it was money & time well-spent! Dan & Holly are wonderful teachers with engaging & light-hearted personalities. They did a nice job making the subject matter easily digest-able, and kept the class very interactive. My team and I offer Dan & Holly our sincere thanks. — James Gancos, CEO & Founder, The Guestbook
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
The course(s) are designed over a six-week consecutive time period, segmented by digital marketing topic area.
15 minute video on the history and key milestones of hospitality marketing
Introduction and definitions of Paid, Owned and Earned Media The Marketing Funnel, Conversion Formula and Buyer Journey Business, Customer and Marketing Strategies
- Hotel Website – Content, Imagery, SEO and Merchandising
- Booking Engine
Owned Media (Continued)
- Email Marketing
- Loyalty and Recognition
- Tracking and Analytics
- Public Relations
- Reputation Management
- Tracking and Analytics
- Native Advertising
- Affiliate Marketing
- Social Media
- Tracking and Analytics
- OTAs – Models and Strategies
- Tracking and Analytics
Note: All live virtual sessions will take place from 3:00 pm – 4:00 pm Eastern, every Monday. If unable to attend any of the sessions, a recording of the session will be provided to participants upon conclusion of each session.
This course is designed for hospitality professionals who work directly or indirectly with the marketing of hotel(s) who seek to acquire a firm understanding of hotel digital marketing and/or those seeking support to obtain the Certified Hospitality Digital Marketer (CHDM) credentials.
Hoteliers from branded or independent property level, regional, or corporate level
- Revenue Managers
- Revenue Strategists
- Asset Managers/Owners
- Regional Operations
- General Managers
In addition to hoteliers, those who support hotels
- Hospitality Supplier/Vendor/Partner Sales and Account Manager
Live virtual course will be held from 3-4 p.m. Eastern every Monday for six consecutive weeks (all sessions will be recorded).
2-3 hours a week
Participants will be encouraged to spend at least a minimum amount of time each week dedicated to course reading, attendance in the 60-minute live web session, and practice activities to ensure knowledge capture.
100% online, instructor-led
Class sizes will be limited to 25 to ensure personalized attention and interaction. Participation is strongly encouraged and a web camera is recommended.
The registration fee includes web series attendance and participant study guide.
Registration Fee*: $395 per person
Courses Available to Register For:
- February 3 – March 9: Course Full
- April 6 – May 11: 1:00 – 2:00 PM ET Session: Course Full
- April 6 – May 11: 3:00 – 4:00 PM ET Session: Course Full
- June 22 – July 27: Course Full!
- September 14 – October 19: Register
*The fee for the HDME classes is a separate fee from the CHDM certification fee. The CHDM certification fee is $550 for HSMAI members and $725 for non-members – click here to read more about and apply for the CHDM certification. Those who complete the HDME series are entitled to a $75 discount on the CHDM certification fee. Please contact Kathy Tindell at 703-506-2010 or firstname.lastname@example.org for more information.
This course will be presented by devoted HSMAI volunteer leaders, Dan Wacksman and Holly Zoba, the current and previous HSMAI Marketing Advisory Board chairs. Holly and Dan have been recently recognized by HSMAI as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization. In addition to their leadership in industry, they continue to contribute to the HSMAI Certified Hospitality Digital Marketer (CHDM) program and study guide.
Dan Wacksman, CHDM
With over 20 years of senior level experience in hotel marketing and travel distribution, Dan Wacksman has recently launched a new company, Sassato, to help hotels and travel related businesses to improve their performance in marketing, distribution, technology, and implementations. Prior to this, Dan was Senior Vice President of Marketing and Distribution for Outrigger Hotels and Resorts, where he oversaw Marketing, Digital, Loyalty/CRM, Contact Center Operations, OTA relationships, and overall distribution strategy. Previous roles include Managing Director for GTA China and Regional Director for GTA Asia, where he had overall responsibility for offices throughout the region (at the time GTA was one of the world’s largest wholesalers), General Manager of Aoyou.com, an Online Travel Agency based in Beijing, and Director of Strategic Development for Travelport where he was involved in acquisitions and strategic initiatives. Dan currently teaches a digital marketing class at the University of Hawaii and is a frequent speaker at industry events.
Holly Zoba, CHDM
Scout Simply, Principal
Holly Zoba has 15 years of experience in hotel Sales and Marketing, with Hospitality Partners and the Aurora Foundation, both in property level and corporate roles. She has also spent the last 10 years in hotel training and development as the SVP of Signature Worldwide and now as the architect of Influencer Sales Training. Recently she received a certification as a full stack web developer, MERN stack, and has contributed to the development of several web applications. Her company, Scout Simply, provides digital sales training through her Influencer Sales program as well as sales and marketing employee development through education, coaching, consulting and audits. Holly is a frequent speaker at industry conferences and has also authored multiple articles in industry publications.
Earn 6 hours of continuing education credits for the Certified Hospitality Digital Marketer (CHDM) by attending this program.
Interested in Learning More?
Sign up for updates to the Hotel Digital Marketing Essentials Webinar Series and we’ll let you know about upcoming events in the series.