The Hotel Marketing Course offers you the opportunity to delve into the vibrant world of tourism marketing, a booming sector with a growing demand for skilled professionals. In a landscape where the digital innovation and the smart tourism are essential; this course will equip you with the key skills you need to stand out. You’ll learn how to use tools such as SEO, SEM and inbound marketing, which are vital for attracting and retaining customers in a highly competitive environment. You’ll also learn about the strategic use of metasearch engines such as TripAdvisor and Trivago, and advanced revenue management techniques to maximise revenue. You’ll also become familiar with digital analytics and online reputation management, which are crucial to ongoing success. The online training gives you the flexibility to learn at your own pace, allowing you to apply the knowledge you’ve gained in your current or future workplace.
Hotel marketing
Hotel and Accommodation Management
12 noon
Introduction
Objectives
-
To analyse the main innovations in tourism.
-
Getting to know the new digital tourist and the operation of smart destinations.
-
Create a strategy traveller journey and guest experience.
-
Understanding and knowing how to make the most of the advantages of meta-search engines
-
Knowing how to develop a SEO strategy y SEM and develop an inbound strategy using content marketing, social media, web analytics, CRM and marketing automation.
Table of Contents
TEACHING UNIT 1. DIGITAL INNOVATION IN TOURISM
1. An Introduction to Digital Innovation in Tourism
2. Trends in the digital transformation of tourism.
TEACHING UNIT 2. THE DIGITAL TOURIST AND SMART DESTINATIONS
1. An introduction to digital tourism and smart destinations
2. The digital tourist
3. Smart Destinations
TEACHING UNIT 3. TRAVELLER JOURNEY AND GUEST EXPERIENCE
1. Introduction to the traveller journey and guest experience
TEACHING UNIT 4. METASEARCH ENGINES: TRIPADVISOR, TRIVAGO AND GOOGLE HOTEL ADS
1. Introduction to metasearch engines
2. Factors to bear in mind when using metasearch engines.
3. TripAdvisor
4. Trivago
5. Google Hotel Ads
TEACHING UNIT 5. REVENUE MANAGEMENT TECHNIQUES
1. What is revenue management?
2. Upselling
3. Cross-selling
4. Overbooking
5. Forecasting
TEACHING UNIT 6. SEO and SEM
1. Introduction to SEO and SEM
2. SEO
3. SEM
TEACHING UNIT 7. INBOUND MARKETING AND CONTENT MARKETING
1. Inbound Marketing
2. Content Marketing
3. The difference between and relationship between Inbound Marketing and Content Marketing.
4. Inbound Marketing Strategies for Hotels
TEACHING UNIT 8. SOCIAL MEDIA STRATEGY FOR HOTELS
1. The importance of social media for hotels
2. Social media strategies for hotels
3. Analysis of hotels’ social media profiles
TEACHING UNIT 9. DIGITAL ANALYTICS AND ONLINE REPUTATION
1. Introduction to digital analytics and online reputation
2. The importance of digital analytics for hotels
3. Google Analytics: Audience Reports, Acquisition Reports, Behaviour Reports
4. Online reputation
TEACHING UNIT 10. CRM SYSTEMS AND MARKETING AUTOMATION
1. CRM (Customer Relationship Management) system
2. The role of CRM in the company’s marketing
3. Defining a CRM strategy
4. Integrating CRM into the online strategy
5. Components of a CRM programme
6. Marketing Automation
7. Lead Nurturing
8. Lead Scoring