Hospitality Focused Programme

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Strategic and Digital Marketing

Date: April 2023

The Module will touch on how to make better use of the various channels of distribution so as to increase the revenue and profit potential from such sources. We will use real world case studies to look at how the marketing has evolved over the years and how hotel companies have responded. We will relate strategic marketing to today’s science of pricing (i.e. synchronicity of rates), revenue management (seamless availability of inventory), available opportunities to target and sell to individuals rather than masses, and the connection with the objectives of CRM (Customer Relationship Management). We will stimulate an environment of open discussion (interactive) where traditional views and paradigms can be challenged and where optimization of distribution is the name of the game.

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Duration
2 days (Total of 12 hours)
9:00-17:00

Field
MANAGEMENT

Format
OFFLINE/PHYSICAL
Sheraton Bucharest Hotel

Institution
WINSEDSWISS

Language
ENGLISH/ROMANIAN

Price
-Full price: 380 € (-10% Discount for FIHR members)
-Early Bird: 330 €
-Choose any 2 courses and get 50% OFF from the full price for the 3rd one

Duration
2 days (Total of 12 hours)
9:00-17:00

Field
MANAGEMENT

Format
OFFLINE/PHYSICAL
Sheraton Bucharest Hotel

Institution
WINSEDSWISS

Language
ENGLISH/ROMANIAN

Price
-Full price: 380 € (-10% Discount for FIHR members)
-Early Bird: 330 €
-Choose any 2 courses and get 50% OFF from the full price for the 3rd one

Who is the course for?
The Module is targeted at hotel executives, middle managers and above, from the sales, marketing, operations or revenue management areas of any sector of the hospitality industry, who in their roles have the opportunity to make better use of the various and ever evolving channels of distribution. Participants must have a good understanding of the principles of marketing strategy and macroeconomics, and some hands-on experience in inventory management, reservations, travel agency or tour operator related fields.

Benefits & Tools

In this interactive Module, we take an in-depth look at what it means to be a marketing-focused hospitality enterprise, and how your organization can improve its performance by (1) learning from industry leaders and (2) developing marketing strategies that make optimum use of your company’s unique competences.
The Module is particularly useful to participants who are preparing to assume higher-level responsibilities in marketing, sales or general management, which require them to move from an operational to a more strategic focus.

Acquired Knowledge & Skills

Understand the role of digital marketing within the overall context of marketing and revenue management
Understand how customer needs evolve and how such needs are manifested in booking channels.
Explain the role, strengths and weaknesses of electronic switches, GDS and ADS (alternative distribution sources).
Identify opportunities and threats in these channels and apply appropriate strategies.
Monitor and measure the competitive reactions and end results of this online chessboard.
Manage conflict and cost structures between channels
Evaluate web booking engines.
Use e-discounted sites.
Synthesize the experiences of partnerships and alliances in the travel field into lessons for the hotel business.
Understand the realities behind the promise of best pricing on line.