A Special Benefit for HSMAI Members
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A Special Benefit for HSMAI Members The more you know, the better ROI you can provide to your employer or prospective employer, the more you can improve your company’s bottom line, and the better you can position yourself in your chosen discipline. Written by hoteliers for hoteliers, these books are the study guides for the Certified Revenue Management Executive (CRME) certification and the Certified Hospitality Digital Marketer (CHDM) certification. Learn more about the CRME and the CHDM and what they can bring to you and your organization. Normally $60 each for HSMAI members, please take advantage of the free access to these resources to upskill, re-skill, and stay skilled during this uncertain time. Taking a deep dive into the fundamentals, cross- This book will help hoteliers — in disciplines as disciplinary partnerships, and emerging elements wide ranging as marketing, revenue management, impacting revenue optimization, this book is an distribution, and ownership — get and stay current indispensable handbook for all sales, marketing, and on the most up-to-date and forward-looking revenue optimization professionals. information on digital marketing best practices. Watch for an updated 6th edition in Summer 2020! HSMAI is providing resources that will help hotel industry professionals stay informed about the impact of the coronavirus outbreak on sales, marketing, and revenue optimization, and put crisis management techniques into play. HOSPITALITY DIGITAL MARKETING ESSENTIALS: A Field Guide for Navigating Today’s Digital Landscape 5TH EDITION Theaviano official sans study guide for the Certified Hospitality Digital Marketer (CHDM) certification. berling © 2019 Hospitality Sales & Marketing Association International ALL RIGHTS RESERVED This special report may not be reproduced in whole or in part, without the express written permission of the publisher, except by a reviewer who may quote brief passages in a review; nor may any part of this special report be reproduced, stored in retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or other, without written permission of the publisher. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If expert assistance is required, the services of a competent professional person should be sought. Printed in the United States of America HOSPITALITY DIGITAL MARKETING ESSENTIALS: A Field Guide for Navigating Today’s Digital Landscape The study guide for the Certified Hospitality Digital Marketer (CHDM) certification, 5th Edition | www.hsmai.org/chdm Published May 2019 By: PMS-377 PMS-2617 PMS-444 669933 663399 999999 A Field Guide for Navigating Today’s Digital Landscape iii HOSPITALITY DIGITAL MARKETING ESSENTIALS: A Field Guide for Navigating Today’s Digital Landscape Dear Colleagues, This book is the study guide for the Certified Hospitality Digital Marketer (CHDM) certification (www.hsmai.org/chdm). If you’ve gotten this far, you’re interested in refining your skills and becoming a certified digital steward – congrats! Whether you have been in your role for years, are just entering the exciting space of hospitality marketing, or are consid- ering expanding your sales and/or revenue management background into digital, the investment to become CHDM certified will pay off. In our work to provide hospitality professionals with information on the most pertinent, relevant and in-demand topics, we are proud to deliver an updated 2019 edition which includes expanded material throughout Part 4 (Paid Media) and the addition of a comprehensive Glossary. As part of its mission, HSMAI’s Marketing Advisory Board seeks to inspire suc- cess for HSMAI members and those they serve through the creation, curation, and promotion of relevant knowledge in the digital marketing space. We hope you agree that this book is a strong step toward that goal. See the Acknowledgements for a full accounting of the individuals who contrib- uted countless hours to make this edition possible, and please refer to the next page for a roster of all advisory board members as of the printing of this edition. WHY BECOME CHDM CERTIFIED? REASONS YOUR ORGANIZATION SHOULD INVEST IN YOUR CHDM CERTIFICATION n This globally-recognized digital marketing certification administered by HSMAI will set you apart as having legit n The curriculum provides an increased comprehension digital literacy + skills. in the digital space which can lead to improved per- n It’s one of the few digital marketing certifications spe- formance and overall revenue for your organization. cializing in hospitality. n The CHDM can be used as a continuing education n Leaders with CHDM Certification have increased confi- piece proving that your organization is invested in dence. Being certified means that you know what you’re your professional growth. Because the certification talking about – inspiring more trust in you and your requires resubmission every two years, it’s a given recommendations. that you’ll always be up to date on the latest trends and news. Every CHDM whose certification is current n The curriculum was carefully built by fellow hospitality receives a copy of the new edition of the study guide marketing experts who know the space, the pitfalls, and whenever it is updated. all the in-demand digital marketing skills. Who could be better to help guide you through everything from the n You’ll be a part of a community of over 7,000 HSMAI basics to the most advanced practices and skills? members worldwide which leads to peer interaction, advanced networking, and a larger company footprint n Invest in yourself and your career. You won’t regret within an esteemed cadre of professionals. learning more about how digital has and will continue to impact the hotel industry. A Field Guide for Navigating Today’s Digital Landscape v HSMAI AMERICAS MARKETING ADVISORY BOARD n Chair: Dan Wacksman, CHDM, Principal, n Sarita Mallinger, Regional Director, Digital Sassato Marketing, Kimpton Hotels & Restaurants n Anil Aggarwal, CEO, Milestone, Inc. n Delana Meyer, CHDM, , DRM Consulting, LLC n Dustin Bomar, Head of Industry, Travel, n Amy Mierzwinski, CHDM, Director, Horwath Google HTL n Tiffany Braun, CHSP, Chief Strategy Officer, n Natalie Osborn, Director, Marketing, SAS Kinship Institute, Inc. n Katie Briscoe, President, MMGY Global n Olga Peddie, SVP, Client Strategy & n Aimee Cheek, CHDM, Director of eCom- Success, Cendyn merce, OTO Development n Mandy Penn, VP, Marketing, Universal Orlan- n Robert Cole, Founder-CEO, RockCheetah do Resort n Jessica Davidson, CHDM, SVP, Digital, n Lisa Ross, President, rbb Communications Wyndham Hotels & Resorts n Mariana Safer, CHDM, SVP, Client Success, n James Hansen, CHA, CHDM, Director, HEBS Digital Marketing, Best Western Hotels & Resorts n Jeff Spaccio, VP, Sales and Strategic n Benjamin Hoeb, CHDM, Corporate Partnerships, Tambourine eCommerce Manager, PCH Hotels & Resorts n Paolo Torchio, CHDM, VP Digital Operations, n Theodore Holloway, CHDM, Director of Two Roads/Hyatt eCommerce, Remington Hotels n Misty Wise, CRME, CHDM, Corporate n Carolyn Hosna, CHDM, Vice President, Director, eCommerce Strategies, Atrium Marketing, White Lodging, Hospitality n Ryan Hudgins, Director, Performance n Michael Wylie, SVP, Head of eCommerce, Marketing, IHG Interstate Hotels & Resorts n Michael Innocentin, Vice President, n James Zito, Chief Commercial & Revenue E-Commerce & Digital, North & Central Officer, Club Quarters Hotels America, Accor n Holly Zoba, CHDM, VP, Technology n John Jimenez, CHSP, VP of E-commerce, Resources, Hospitality Digital Marketing Noble Investment Group n Meghan Keough, CRME, CHDM, Senior Director, Hotel Strategic Accounts, Expedia Group Media Solutions HSMAI EUROPE DIGITAL MARKETING ADVISORY BOARD n Chair: Paul Mulcahy, SVP Commercial, n Suzie Thompson, Vice President Marketing, Member of Mövenpick Hotels and Resorts Distribution & Revenue Management, Red Executive Committee, Mövenpick Hotels & Carnation Hotels Resorts n Adrian Hands, Senior Director Key Accounts n Niklas Schlappkohl, Global Senior Director, EMEA, TripAdvisor Digital Travel Solutions n Roman Sucharzewski, Director Hotel n RJ Friedlander, Founder And CEO, ReviewPro Distribution & Marketing – Europe, Diamond n Riko Van Santen, Vice President Digital Strat- Resorts International egy, Loyalty & Distribution, Kempinski Hotels n Edward Lines, Industry Manager, Google n Frank Reeves, CEO and Co-Founder, Avvio n Torsten Sabel, COO, Customer Alliance vi HOSPITALITY DIGITAL MARKETING ESSENTIALS: TABLE OF CONTENTS PART 1: INTRODUCTION 1 PART 3: EARNED MEDIA 79 PART 6: TRENDING TOPICS 144 CHAPTER 1 2 CHAPTER 14 80 CHAPTER 25 146 Hospitality Digital Marketing Social Media Location-Based Marketing Essentials: A Field Guide for Navigating Today’s Digital CHAPTER 15 91 CHAPTER 26 150 Landscape…the CHDM Public Relations Virtual Reality, Augmented Study Guide Reality, & 360 Views CHAPTER 16 97 CHAPTER 2 5 Reviews & Reputation CHAPTER 27 152 The Current State of Online Management Artificial Intelligence (AI) Distribution PART 4: PAID MEDIA 104 PART 7: MEASURING & 154 CHAPTER 3 11 MANAGING DIGITAL The Digital Marketing Funnel CHAPTER 17 107 PERFORMANCE Paid Search PART 2: OWNED MEDIA 15 CHAPTER 28 155 CHAPTER 18 112 Website Analytics CHAPTER 4 16 Programmatic Display The Hotel Website Media CHAPTER 29 160