Hotel Digital Marketing Essentials

Hospitality Digital Marketing makes sense when you know the appropriate strategies to achieve your hotel or organisation’s goals.  There are also a lot, and trust us when we say a lot, of terms and acronyms used within hospitality digital marketing. It can be overwhelming but it’s extremely rewarding when you are able to apply your skills and experience to shift the ROI needle in a positive direction.

Acquire a better understanding of the hospitality digital marketing concepts, tools, and techniques you need to know in 2021 by participating in a live collaborative education experience over 6 weeks.

Learners will be able to confidently find their way through the complex web of hotel digital marketing and come away with key knowledge to work more skillfully with internal teams and external partners to grow sales. Participants will also gain the skills and knowledge in preparation for the Certified Hospitality Digital Marketer (CHDM) exam.



How to apply digital marketing knowledge to grow revenue


How to optimize digital marketing opportunities for hotel properties and partners


How to make better decisions around marketing channel ROI


How to communicate strategies more credibly to owners, vendors, and other team members

The course(s) are designed over six weeks, segmented by the digital marketing topic area.


15-minute video on the history and key milestones of hospitality marketing

Week One

Introduction and definitions of Paid, Owned and Earned Media

  • The Marketing Funnel
  • Conversion Formula and Buyer Journey
  • Business, Customer and Marketing Strategies

Week Two- Owned Media

Week Three – Owned Media

  • CRM
  • Email Marketing
  • Loyalty and Recognition
  • Tracking and Analytics

Week Four – Earned Media

  • Social
  • Public Relations
  • Reputation Management
  • Influencers
  • Tracking and Analytics

Week Five – Paid Media

  • Search
  • Display
  • Native Advertising
  • Meta
  • Affiliate Marketing
  • Social Media
  • Tracking and Analytics

Week Six

Distribution Landscape

  • OTAs – Models and Strategies
  • Tracking and Analytics

Vendor Management


Wrap Up

Note: All live virtual sessions will take place at the same time every week. If you are unable to attend any of the sessions, a recording of the session will be provided to participants upon the conclusion of each session.

This course is designed for hospitality professionals who work directly or indirectly with the marketing of  hotel(s) who seek to acquire a firm understanding of hotel digital marketing and/or those seeking support to obtain the Certified Hospitality Digital Marketer (CHDM) credentials.

Hoteliers from branded or independent property level, regional, or corporate level

  • Sales
  • Marketing
  • Ecommerce
  • Revenue Managers
  • Revenue Strategists
  • Asset Managers/Owners
  • Regional Operations
  • General Managers

In addition to hoteliers, those who support hotels

  • Hospitality Supplier/Vendor/Partner Sales and Account Manager

Course Length

  • 6 Weeks
  • Live virtual course will be held once per week for six consecutive weeks (all sessions will be recorded).


  • 2-3 hours a week
  • Participants will be encouraged to spend at least a minimum amount of time each week dedicated to course reading, attendance in the 60-minute live web session, and practice activities to ensure knowledge capture.


  • 100% online, instructor-led
  • Small class sizes ensure personalized attention and interaction.
  • Participants are encouraged to turn on their webcams during the course.

The registration fee includes web series attendance and include a copy of the Certified Hospitality Digital Marketer (CHDM) study guide, Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape.

Registration Fee*: HSMAI members $425, nonmembers $450

All Courses Meet Tuesdays, 3pm – 4:30, Eastern Time – USA

Checkout the classes available

*The fee for the HDME classes is a separate fee from the CHDM certification fee.  The CHDM certification fee is $450 for HSMAI members and $625 for non-members – read more about and apply for the CHDM certification.  Those who complete the HDME series are entitled to a $75 discount on the CHDM certification fee. Please contact Kathy Tindell at +1-703-506-2010 or for more information.


This course will be presented by devoted HSMAI volunteer leaders, Dan Wacksman and Holly Zoba, the current and previous HSMAI Marketing Advisory Board chairs. Holly and Dan have been recently recognized by HSMAI as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization. In addition to their leadership in the industry, they continue to contribute to the HSMAI Certified Hospitality Digital Marketer (CHDM) program and study guide.

  • Holly Zoba, CHDM HSMAI Marketing Advisory Board Americas

    Holly Zoba has 15 years of experience in hotel Sales and Marketing, with Hospitality Partners and the Aurora Foundation, both in property level and corporate roles.  She has also spent the last 10 years in hotel training and development as the SVP of Signature Worldwide and now as the architect of Influencer Sales Training. Learn More >>

  • Dan Wacksman, CHDM Chair, HSMAI Marketing Advisory Board Americas

    With over 20 years of senior-level experience in hotel marketing and travel distribution, Dan Wacksman has recently launched a new company, Sassato, to help hotels and travel-related businesses to improve their performance in marketing, distribution, technology, and implementations. Learn More >>



  • “The digital marketing course provides a great overview of how to successfully utilize digital marketing to drive occupancy and brand recognition for your hotel. They take complex topics and use fun and engaging examples to make these concepts easy to understand. I highly recommend the course!”

    Robin Spindel, VP Marketing, multiple properties
  • “Dan and Holly are wonderful. They really helped me understand the basics of Digital Marketing. The classes are well prepared, with videos, interaction and complete. I would have taken 6 more classes!”

    Sophie Desaulniers Fairmont Le Manoir Richelieu/ Director of Group Sales


Certificate in Revenue Management (Hospitality)

Certificate in Digital Marketing (Hospitality)

HDME+ Logo

Hospitality Digital Marketing Essentials+

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