Learning Block II Digital Marketing & Distribution Certificate
Optimally distribute a hotel
Every year, hoteliers face a complicated task: they need to reach the largest possible number of guests and present themselves on all major platforms to increase their profits. In the past, this was largely possible through word of mouth: However, the rise of the internet has forced hoteliers and sales managers to use new tools and channels to reach out to guests. In today's landscape, this is only possible with strategic planning and state-of-the-art tools, especially online, but also offline. This process of in-depth research and strategic thinking is called sales.
In this course you will learn how the commercial distribution of a leisure property works and you will get to know the main tools, the different strategies and the partnerships necessary to properly and fully market a hotel online.
Curriculum Digital Marketing & Distribution
The Digital Marketing & Distribution learning block consists of 5 individual compulsory modules: Distribution Business Models & Systems, Digital Marketing, Social Media & Community Management, Distribution Strategies, Live Application and Case Studies.
Completion of all 5 compulsory modules is certified with the ECRME Certificate in Digital Marketing & Distribution.
Module 1 DM01
Distribution – Business Models und Systems
The majority of bookings today is either influenced or directly conducted through/with electronic booking systems. The participants are familiarized with common (electronic) booking channels, single image inventory and the challenges of maintaining the distribution network on a daily basis. A second focus of this modul are the various business- and contracting models of online booking platforms.
Module 2 DM02
Digital Marketing
Today, the proprietary website is the most important online booking channel for most hotels. It is in the center of its online marketing activities and has to satisfy certain minimum requirements. To be visible, attract customers and generate bookings, a number of instruments exist – starting with review platforms and search engine optimisations. This modul concentrates on how these instruments work and how they should be used in order to be successful.
Module 3 DM03
Social Media and Community Management
Social Media has evolved in the last years, with seemingly unlimited opportunities. Which measures should be taken for hotels/hospitality organisations? What needs to be practically considered to be successful with them? What is story telling, community Management and how can Social Media be utilized in the daily work? These are the key subjects of this module.
Module 4 DM04
Distribution Strategies
No other field in the hotel industry has evolved faster in the last years than online Distribution, and there are no signs of a slow-down. Continuous changes pose many challenges for hoteliers, and a rising entry hurdle. This module will provide a methodical approach to master online distribution. What are the targets, which systems should be used, where and how do they need to be interfaced, etc? The „layer model“ describes the way of rates and availabilities to the points of sale and how reservations are transmitted to hotels. Costs and net revenue contribution per channel are other key subjects of the module.
Module 5 DM05
Live application & Case Studies
As already in Block 1 „Revenue Management“ this module will challenge the participants with the transfer and application of the learned. They will analyse a hotel (the use of their own hotel/company is possible upon request) in a complex business case, determine strategic need areas and propose measures answering these needs.
Digital Marketing & Distribution Certificate Application
Interested in this course, want to learn more or get started directly online and flexibly? Feel free to contact us by e-mail with your questions and requests.