HSMAI Offers New Essentials Online Courses in Hotel Revenue Optimization, Digital Sales, and Data Analytics

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Three new HSMAI Essentials courses present the concepts, tools, and techniques that hospitality professionals need to know in 2020 through live collaborative education experiences over 5-6 weeks.

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"We want to ensure hospitality professionals are equipped with the information and tools they need to succeed," said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI.

The Hospitality Sales and Marketing Association International (HSMAI) is introducing three new collaborative educational experiences: Hotel Revenue Optimization Essentials, Hotel Digital Sales Essentials, and Hotel Data Analytics Essentials, in addition to the well-attended Hotel Digital Marketing Essentials series, to help professionals across the hospitality industry further develop their skills and abilities.    

Each course is led by expert faculty and is five to six weeks long. The Essentials series are 100% online and instructor-led.

“Hotel leaders must be prepared for the industry recovery that lies ahead,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI has a key role to play in the future of the hospitality and tourism industry. We want to ensure hospitality professionals are equipped with the information and tools they need to succeed.”

Hotel Digital Marketing Essentials Series
This course offers digital marketers the opportunity to gain a better understanding of hospitality digital marketing concepts, tools, and techniques they need to confidently navigate the complex web of hotel digital marketing and work more skillfully with internal teams and external partners to grow sales. Participants will also gain the skills and knowledge to pass the Certified Hospitality Digital Marketer (CHDM) exam.

This course is led by Dan Wacksman, CHDM, and Holly Zoba, CHDM. Next course open for registration: September 14-October 19

Hotel Revenue Optimization Essentials Series
This course gives revenue optimization professionals a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements impacting revenue optimization. It covers the key concepts outlined in HSMAI’s Evolving Dynamics: From Revenue Management to Revenue Strategy, the study guide for the Certified Revenue Management Executive (CRME) certification.

This educational series is led by Timothy R. Wiersma, principal of revenue generation, LLC, and chair of the HSMAI Revenue Optimization Advisory Board. The first series is July 1-August 5, with fall and winter series also being offered.

Hotel Digital Sales Essentials Series
This course helps hotel salespeople understand the buyer’s new approach to purchasing and gives them the strategies, digital tools, and confidence they need to find and close more sales. Participants will learn to create awareness and engage prospects earlier through social networks, to help buyers make sense of the overwhelming amount of information available through digital communication, and ultimately to turn customers into advocates.

This in-depth course is led by Holly Zoba, CHDM, principal of Scout Simply. The first series is July 6-August 12 with three subsequent series being offered.

Hotel Data Analytics Essentials Series
This course will help hotel professionals build a strong foundation of data and analytics best practices that can be used to make smarter business decisions and increase the effectiveness of collaboration across departments. Throughout the course hoteliers will examine data mining, machine learning, and more, to map out how analytics can make the biggest impact for their team.

This fundamental series is led by Dr. Kelly McGuire, managing principal of hospitality for ZS and Emma Scher, analytics consultant, and trainer. The first series is August 4-September 8, with two more series in the fall and winter.

Explore the course outlines, information on the courses, faculty, series dates, times, and registration at HSMAI University.

About HSMAI
The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Adrian Awards, HSMAI ROC@Home, HSMAI ROC, Marketing Strategy Conference, and Sales Leader Forum. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube.

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Nicole Quain
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