Digital Marketing

The majority of bookings today is either influenced or directly conducted through/with electronic booking systems. The participants are familiarized with common (electronic) booking channels, single image inventory and the challenges of maintaining the distribution network on a daily basis. A second focus of this modul are the various business- and contracting models of online booking platforms.

Today, the proprietary website is the most important online booking channel for most ho-tels. It is in the center of its online marketing activities and has to satisfy certain minimum requirements. To be visible, attract customers and generate bookings, a number of instru-ments exist – starting with review platforms and search engine optimisations. This modul concentrates on how these instruments work and how they should be used in order to be successful.

Social Media has evolved in the last years, with seemingly unlimited opportunities. Which measures should be taken for hotels/hospitality organisations? What needs to be practically considered to be successful with them? What is story telling, community Management and how can Social Media be utilized in the daily work? These are the key subjects of this modu-le.

No other field in the hotel industry has evolved faster in the last years than online Distributi-on, and there are no signs of a slow-down. Continuous changes pose many challenges for hoteliers, and a rising entry hurdle. This module will provide a methodical approach to mas-ter online distribution. What are the targets, which systems should be used, where and how do they need to be interfaced, etc? The „layer model“ describes the way of rates and availabilities to the points of sale and how reservations are transmitted to hotels. Costs and net revenue contribution per channel are other key subjects of the module.