Hospitality Success in the Digital Economy

What your team will learn

• Build a website that customers can find easily and enjoy using
• Create social media content and manage your online reviews and reputation
• Plan, target and measure digital ad campaigns
• Bring inclusion, accessibility and reconciliation into your digital marketing

1. Week1

   The digital landscape in hospitality

   1. Session 1
      Digital marketing in hospitality

      An introduction to digital marketing, and how it applies to a hospitality business.

   2. Session 2
      How customers behave online

      An overview of how customers behave online, and the trends that are shaping it.

   3. Session 3
      Opportunities and challenges

      Where digital tools can help your business, and the challenges the hospitality industry faces online.

2. Week2

   A strong online presence

   1. Session 4
      Your website

      Developing a website that does its job for your hospitality business.

   2. Session 5
      Search engine optimization

      Optimizing your website so people can find it through search engines (SEO).

   3. Session 6
      User experience

      Making your site easy to use and easy to find your way around (UX).

3. Week3

   Making the most of social media

   1. Session 7
      Social media marketing

      An introduction to marketing a hospitality business on social media.

   2. Session 8
      Content for each platform

      Creating engaging content that suits each social platform.

   3. Session 9
      Engagement and reputation

      Engaging with customers online and managing your business's reputation.

4. Week4

   Online reviews and feedback

   1. Session 10
      Why reviews matter

      The impact online reviews have on a hospitality business.

   2. Session 11
      Getting and managing reviews

      Strategies for earning reviews and handling them well once they arrive.

   3. Session 12
      Learning from negative feedback

      Turning negative feedback into chances to improve.

5. Week5

   Digital marketing campaigns

   1. Session 13
      Advertising channels

      An introduction to digital advertising channels: pay-per-click, display and social media ads.

   2. Session 14
      Targeting your audience

      Making sure your ads reach the people you want to reach.

   3. Session 15
      Measuring results

      Measuring and analyzing how a campaign performs, so you know what is working.

6. Week6

   Mobile technology and trends

   1. Session 16
      Mobile optimization

      Why your business needs to work well on a phone.

   2. Session 17
      Mobile-friendly content

      Creating content and experiences that work on mobile screens.

   3. Session 18
      Emerging mobile technology

      New mobile technologies in hospitality, and what they could mean for your business.

7. Week7

   Diversity and inclusion in digital marketing

   1. Session 19
      Diversity and inclusion online

      What diversity and inclusion mean in the digital age.

   2. Session 20
      Inclusive marketing

      Strategies for digital marketing that includes all of your customers.

   3. Session 21
      Accessibility

      Making your digital platforms accessible and inclusive for everyone who uses them.

8. Week8

   Truth and reconciliation in digital marketing

   1. Session 22
      Truth and reconciliation principles

      An overview of the principles of truth and reconciliation.

   2. Session 23
      Reconciliation in your digital strategy

      Bringing truth and reconciliation into your digital marketing strategies.

   3. Session 24
      Your digital marketing strategy

      Pulling the course together into a digital marketing strategy for sustainable growth.

How the sessions work

• Case studiesCase studies that show how each week's ideas work in practice.
• Practical exercisesHands-on exercises that apply the digital tools to real situations.
• Online homeworkHomework your team completes online between the in-person sessions.
• Final examA final exam at the end of the course to confirm what your team has learned.

Who it's for

• Owners and managers of hotels, restaurants and other hospitality businesses
• Hospitality staff who look after the website, social media or online reviews
• Teams that would rather learn in person