The Digital Expert Lab is a series of videos developed specifically for hotels to help you to quickly upskill in the field of Digital Marketing.  

  • Start anytime

  • Study anywhere

  • Hear perspectives from Industry experts
  • Short learning in specific topics
  • Affordable from EUR149.00 (Approx US$195)

  • Quick skills growth

  • 12 Months Access

  • Created by Hoteliers

  • * Leaders who manage digital marketing
  • * Leaders working in Distribution
  • * Vendors who supply services or software around the digital function
  • * Marketing & Digital staff who want to upskill in specific areas.
  • People wanting to learn more about the role of the Digital Marketing in the accommodation industry.

  • Inspiration – Digital is big business, and it’s only going to get bigger! Hoteliers need the right skills if they’re going to maximise all of the opportunities that digital offers today.
  • Together – HSMAI Region Europe wants to help bridge the gap between rapid digital developments and a need for in-house digital knowledge.
  • Learn, Share & Create – Industry leaders and experts share their experience and provide hands-on advice to help you to identify and create new digital opportunities.

The authors of this course are the HSMAI Digital Advisory Board.  Read more about the hotel leaders who helped create this course.

Getting started with a Digital Expert LAB course is easy. Simply enrol and you will get instant access!

  • All-Access Pass – €149 (Appx. US$195) for non-Members.

*Pricing available until 31st of December 2018

* Check the details page for eligible free access for specific HSMAI Organisational Members in Europe.

Program Content

There are times when you may wish to specialise in a whole subject area, and there are times where you may prefer to simply upskill in specific areas. HSMAI’s Digital Expert LAB will help you focus your learning on distinct topics, to provide you with specific expertise around the topics of Digital Marketing & Distribution for hotels and accommodation providers.

HSMAI’s Digital Expert LAB consists of a combination of niche courses that have been specially designed to help you:

  • Broaden your digital skillset
  • Increase your understanding of a particular subject

The digital insights and skills you gain, could set you apart from the rest!

The Road Towards a Customer-Centric Company

Nina Nieminen, Director Revenue Management & Distribution, Sokos Hotels

Michael Hucho, VP Customer & Distribution Division Central Europe, Accor Hotels

Learn about Digital Transformation and transitioning from a department-oriented organization into a customer, KPI focused transversal team.

Data Driven Digital Marketing

Dan Fernandez, Sr Director of Digital Strategy, Cendyn

Michael Bennett, Sr VP Global Marketing & Business Development, Cendyn

Gain an in-depth understanding how to use data to enhance your digital marketing efforts and personalize the guest experience.

Adapting to the Changing Hospitality Consumer Journey

Siri Børsum, Leader of Digital Transformation

Nick Norton, Platform Sales Manager, DoubleClick 

Torje Ingebretsen, Measurement & Attribution Lead from Google

Be inspired in this future outlook how upcoming technology developments can be used in an environment of fast evolving guest expectations.

AI within Digital Marketing

Frank Reeves, co-founder & CEO, Avvio

How will Artificial Intelligence change the hospitality industry? Learn about the impact and role of AI on the direct booking conversion.  
Web Development Brings the Pieces Together

Amro Khoudeir, Director of Digital & Distribution

Laura Farrant, User Experience Consultant

Aleksandra Wozniak, Digital Content & Web Development Manager of Moevenpick Hotels & Resorts

Learn about the web development lifecycle, what to focus on to successfully start, manage and complete a web development project.

Global Scalability

Christian Becker, Group Head North EU, Tripadvisor

Receive some hands-on tips on key-decision drivers, based on user generated content, that present travellers use to make a purchase decision.
Enrol here:
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