Hotel Luxury Digital Marketing
With digital becoming ingrained into more consumers’ lives, luxury hotels must break with tradition and embrace this increasingly important portfolio of online, mobile and social media based routes to the customer. This module provides participants an indepth understanding of how luxury hotels can best exploit these rapidly developing customer communication and relationship channels, exploring examples of industry best and worst practice, as well as highlighting opportunities for future success.
In these highly interactive and practical sessions, participants will explore the foundations of digital marketing, discovering the strengths and weaknesses of each technique when applied to marketing luxury hotels and resorts. Real life case studies, featuring prominent hotel industry brands, will be used to enhance the learning experience and insure that participants leave with competencies that they can apply immediately to enhance the digital footprint of their properties.
Price : €2,300 (ecluding taxe)
|Duration:||2 days and a half|
|Date:||March 21, 2016|
|Location:||CNIT Paris La Défense|
International Teachers Programme (ITP), Stockholm School of Economics,Ph.D., Queen Margaret University College, Edinburgh, ScotlandMaster of Science (Management Information Systems), Trinity College, Dublin, IrelandBachelor in Management Science (Honours 2.1), Trinity College, Dublin, IrelandHigher Diploma in Hotel and Catering Management, Dublin Institute of Technology, IrelandTopics covered
- Selling luxury travel to today’s wired consumers.
- Direct vs. indirect distribution – which works best in the luxury segment?
- Enhancing your direct presence.
- Content and the luxury travel consumer.
- Core online marketing techniques (search engine optimization, paid search engine marketing, email marketing, display advertising and retargeting, affiliate marketing) and the luxury consumer.
- Enhancing customer relationships through social media.
- Managing your online reputation.
On completion, participants will understand the current and potential impact of developments in digital marketing on their luxury hotel’s business. They will be capable of selecting the correct portfolio of online marketing techniques to use to effectively reach their desired customer base; understanding how selling the dream differs within the electronic medium; be capable of working effectively with digital agencies, as well as recognize the critical importance of both content and online reputation management in luxury hotel marketing.