10 Year anniversary CHDM Web Banner HSMAI

Certified Hospitality Digital Marketer (CHDM)

  • Start anytime

  • Study anywhere

  • Practical skills

  • Be job ready

  • Affordable from US$500*

  • CHDM has been the industry standard for 10 years
  • 12 Months Access

  • Globally recognised

Benefits of the CHDM designation

This is the certification for hospitality sales, marketing, and revenue management professionals who want to:

  • demonstrate their proficiency globally
  • expand their current role or move into a digital role
  • upskill and become more proficient
  • better understand how digital marketing intersects with and impacts their areas of responsibility

Today’s CHDMs carry many titles including:

  • Director of eCommerce
  • Director of Sales & Marketing
  • Director of Revenue Management
  • Corporate & regional hotel marketer
  • Agency employees who want to upskill on the digital field in hospitality
  • General Manager
  • Asset Manager
  • Owner


  1. This globally-recognized digital marketing certification administered by HSMAI will set you apart as having legitimate digital literacy + skills.
  2. It’s one of the few digital marketing certifications specializing in hospitality.
  3. Leaders with CHDM certification have increased confidence.
  4. Being certified means that you know what you’re talking about—inspiring more trust in you and your recommendations.
  5. The curriculum was carefully built by fellow hospitality marketing experts who know the space, the pitfalls, and all the in-demand digital marketing skills. Who could be better to help guide you through everything from the basics to the most advanced practices and skills?
  6. Invest in yourself and your career. You won’t regret learning more about how digital has and will continue to impact the hotel industry.


  • The curriculum provides an increased comprehension in the digital space which can lead to improved performance and overall revenue for your organization.
  • The CHDM can be used as a continuing education piece proving that your organization is invested in your professional growth. Because the certification requires resubmission every two years, it’s a given that you’ll always be up to date on the latest trends and news. Every CHDM whose certification is current receives a digital copy of the new edition of the study guide whenever it is updated.
  • You’ll be a part of a community of thousands of HSMAI members worldwide which leads to peer interaction, advanced networking, and a larger company footprint within an esteemed cadre of professionals.

This course was created by the HSMAI Digital Marketing Council.   The leaders in hotels around the globe have worked together to create a curriculum for people looking to grow their careers in Digital Marketing.

Check the “Authors” tab in the “Get Started” section below or refer to this PDF list of people involved in developing this edition.

  • HSMAI Members US$500
  • Non-members US$675


How to get Certified

  • Apply

    Download and complete the application form including your work experience

  • Payment

    Once your application is accepted by HSMAI, then you'll need to pay the fee for Certification

  • Start

    Once your application has been approved and payment is received, you will receive a digital copy of the study guide

  • Exam

    When you feel ready to take the exam, you may take the exam online at any time, 24/7

  • Get Your Certification

    Once you pass the exam, you will recieve your certification and will be entitled to use the CHDM letters after your name

Get Started!

Applying for the CHDM


1. Click Here to log in if you are an HSMAI member or already have an account, OR…
2. Click Here to create an account…when you’ve created your account, click Continue to Registration.
3. Complete the online CHDM application and submit it.
4. When your application is approved, you will receive instructions for online payment.
5. Once payment is complete, you’ll receive a PDF of the study guide to study at your own pace to prepare for the exam.

  • The current state of Online Distribution
  • The Digital Marketing funnel
  • The Customer Journey

The next sections divides media in 3 areas to make it easier to understand.

Digital Marketing Trifecta

Section One: Owned Media

This is any media that is directly controlled by you. The most obvious is your website but can also include social sites, database/email marketing, blogs, and so on.

Section Two: Earned Media

It is called “earned” media because it often requires effort and know-how to get it; you can’t buy it — you must earn it.  In a traditional sense it might be PR or word of mouth advertising but in the digital world this becomes mentions in blogs, posts, websites, review sites, and so on. While it takes effort (and sometimes cost) to garner earned media, it is often among the most powerful because it is deemed by consumers as “unbiased” information.

  • Social Media
  • Public Relations
  • Reviews & Reputation Management
Section Three: Paid Media

This includes any media that requires that you pay the “publisher” for that media unit. This includes paid search, display advertising, social media advertising (including “boosting posts”), subscription services (e.g., Trip Advisor Business Listing), and the myriad of other paid advertising vehicles.

  • Paid Search
  • Programmatic Display Media
  • Affiliate Marketing
  • Metasearch
  • Social Media & Native
  • Advertising
  • OTA Paid Media
Section Four: Digital Intermediaries
  • Online Travel Agents
  • Group Intermediaries
Section Five: Trending Topics
  • Location based marketing
  • Virtual Reality, Augmented Reality & 360 views
  • Artificial Intelligence
Section Six: Measuring & Managing Digital Performance

Payment should only be made after you have been approved by HSMAI.

Payment can be made by Credit Card in US Dollars. Please check the instructions on the application form.


For groups of 5 or more, an invoice can be issued for payment by bank transfer if requested.

For groups of 10 or more, bulk discounts can be provided. Please Contact us.

Need help? Contact us

Questions about any of our certifications can be directed to:

Kathleen G. Tindell, Program Director
E: ktindell@hsmai.org

P: +1 703-506-2010


Certifications expire on December 31, two years from the year a person originally certified (e.g., if you certified in 2017, regardless of which month of the year, your certification is due for renewal by December 31, 2019).

To be recertified, no exam is required; however, CHDMs must participate in a minimum of 20 hours of digital marketing training. Training can include, but is not limited to, conferences, webinars and e-learning, college or graduate level courses, etc. All training points claimed must have been earned since the date of initial CHDM certification or last renewal. Therefore it is important that you keep track of all your education and training activities each year even after receiving the CHDM.

Annual recertification notices are sent as a courtesy in the first quarter of the year in which the individual is due for renewal and additional reminders are sent throughout the year. With that notice, CHDMs receive information regarding the recertification process and instructions to access the recertification application form and guidelines.

The completed application and recertification fee is due October 15. A late fee will be applied to applications received between October 16 and December 31. It is the CHDM’s responsibility to make a note of their recertification date, which is provided on the CHDM certificate mailed after successful completion of the examination. Adhering to all deadlines is the responsibility of the CHDM.

Authors of the CHDM Study Guide


  • Holly Zoba, CHDM, VP, Signature (chair)
  • Dustin Bomar, Head of Industry, Travel, Google
  • Aimee Cheek, CHDM, Director of eCommerce, OTO Development
  • Bill Clarke, Director of Sales-Northeast and Mid-Atlantic, Milestone, Inc.
  • Robert Cole, Founder-CEO, RockCheetah
  • Chris Copp, VP, Global Digital Marketing, IHG
  • Jessica Davidson, Vice President, Digital Content + Creative, Wyndham Hotel Group
  • Erica Eyring, CHDM, Director, Account Management, Expedia Media Solutions
  • Isaac Gerstenzang, CHDM, Assistant Vice President, Corporate E-commerce, Two Roads Hospitality
  • James Hansen, CHA, CHDM, Director, Marketing, Best Western Hotels & Resorts
  • Carolyn Hosna, CHDM, Sr. Corp. Director, Marketing & Distribution, White Lodging
  • Jay Hubbs, III, CHDM, Senior Vice President, eCommerce, Remington Hotels
  • Michael Innocentin, Vice President, E-Commerce & Digital NCA Region, AccorHotels
  • John Jimenez, CHDM, Director of E-commerce, Interstate Hotels & Resorts
  • Dev Koushik, Vice President, Global Revenue Optimization, IHG
  • Sarita Mallinger, Regional Director, Digital Marketing, Kimpton Hotels & Restaurants
  • Delana Meyer, CHDM, Vice President Digital Strategy, Crescent Hotels & Resorts
  • Amy Mierzwinski, CHDM, Director, Horwath HTL
  • Anna Paccone, CHDM, eCommerce Director, Second Wave Marketing / Aimbridge Hospitality
  • Shawn Paley, CHDM, Director, Global eCommerce & Digital Services, Marriott International
  • Olga Peddie, SVP, Client Strategy & Success, Cendyn
  • Donna Quadri-Felitti, CHDM, Director and Associate Professor, Penn State University
  • Mariana Safer, CHDM, SVP, Global Marketing, HEBS Digital
  • Dave Spector, Partner, Tambourine
  • Dan Wacksman, CHDM, SVP, Marketing and Distribution, Outrigger Hotels & Resorts
  • Hunter Webster, CHDM, SVP, Digital Marketing, Interstate Hotels & Resorts
  • Misty Wise, CRME, CHDM, Director, Digital Strategies,
  • John Q Hammons Hotels


  • Niklas Schlappkohl, Global Senior Director, Digital Travel Solutions, Translations.com (chair)
  • Paul Mulcahy, SVP Commercial, Member of Mövenpick Hotels and Resorts Executive Committee, Mövenpick Hotels & Resorts (vice chair)
  • Suzie Thompson, Vice President of Marketing, Distribution & Revenue Management, Red Carnation Hotels
  • RJ Friedlander, Founder and CEO, ReviewPro
  • Riko van Santen , Vice President Digital Strategy, Loyalty & Distribution, Kempinski Hotels
  • Frank Reeves, CEO and Co-founder, Avvio
  • Stephen Williams, Sales and Marketing Director, Windward Management
  • Adrian Hands, Senior Director Key Accounts EMEA, TripAdvisor
  • Roman Sucharzewski, Director Hotel Distribution & Marketing – Europe, Diamond Resorts International

Reviews for HSMAI Digital Marketing Certification

  • “Having taken the CHDM certification myself and then being part of a team of industry experts to help update the 2018 Certification, it has become clear to me that that knowledge and understanding of the key topics covered in the certification will benefit everyone; from digital marketers to GM’s and everyone in between as it gives a broad overview of what is required to be a successful for a hotel (or hotelier) in the digital age.”

    Dan Wacksman, CHDM SVP, Marketing and Distribution, Outrigger Hotels & Resorts
  • “When I review resumes for openings or am interviewing candidates with similar backgrounds, I feel more confident in choosing applicants with their CHDM certification. I feel like they have taken the time to understand the fundamentals of the industry and how it applies to our hotels, and thus will hit the ground running with a leg up on other candidates.”

    Jay Hubbs Senior Vice President E-Commerce, Remington Hotels
  • “When we consider the convergence of multiple disciplines within our industry, revenue management and eCommerce are increasingly finding areas of overlap within the complexity of digital echo system. It is for this reason that revenue managers with CHDM’s become an integral part of an organization due to their ability to improve the discourse as it relates to the digital conversation.”

    John Jimenez Director of eCommerce, Noble Investment Group


Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape, 6th Edition — The CHDM Study Guide

Updated September, 2021

The intricacies and methods of marketing, especially digital marketing, continue to change almost overnight, and the new 6th Edition of the CHDM Study Guide is essential for every hospitality marketing professional.

With chapters covering every manner of owned, earned, and paid media, chapters on digital intermediaries, and on measuring and managing performance, you’ll want this on your desk whatever your role and responsibilities in marketing.  Included are chapters on trending topics and what is just over the horizon, or here now if you’re ready!  The 2021 edition has been completely revised, expanded, and updated, and new in this edition you’ll find real-life case studies from hotels and destinations.

What’s New in the 6th Edition?

  • Hotel Digital Marketing Strategy
  • Influencers (Earned Media)
  • Chatbots (Trending Topics)
  • Digital Marketing Organizational Structure (Managing Digital Performance)
  • Regulations Marketers Need to Know

Authors of this edition

This 6th Edition is authored by Holly Zoba, CHDM and Dan Wacksman, CHDM, CRME…who co-teach HSMAI’s popular Hospitality Digital Marketing Essentials course…and who are both past chairs of HSMAI’s America’s Marketing Advisory Board.

Learn more about the CHDM and what it can bring to you and your organization.

Contact Us

Send us an email for any queries you have about HSMAI Academy and we'll get back to you as soon as possible.