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Deploying Agile Hospitality Management and Marketing Strategies. Disrupting Tourism Industry with ICTs Completed


Dates: 01 & 02 Dec 2015
Hours: 08:00-17:00
Location: Paphos
Venue: Aquamare hotel
Company Visit: 4 Hours
Language: English

The programme includes:

  • Two full-days seminar at a luxurious venue.
  • Half a day consulting session for each participating company.
  • An extensive report for each participating company formulated to their needs. The report will include recommendations and suggestions for further consideration by the management.
  • Full access to a seminar blog containing all presentations and further additional support materials and resources for each seminar participant.
  • Full lunch and three coffee breaks for the two-days seminar for each seminar participant.
  • No VAT is imposed to Digipro Executive Management Seminars. Please contact us for clarifications.


Human Resource Development Authority of Cyprus

Program Adviser

Sanjay Nadkarni

instructor Sanjay Nadkarni

Dr. Sanjay Nadkarni is a Director of Research in Emirates Academy of Hospitality Management in Dubai. He holds a Master of Science in Manageme. View program adviser


Program Rationale

The workshop methodology aims to support participants in how to expand their own personal skills and knowledge. This aim will be accomplished by providing robust and well-designed case studies, integrating sample educational demos, presenting and discussing real life scenarios, performing group assignments and demonstrating web enabled tools and recourses. There will be also presentations using PowerPoint slides, videos and various other multimedia tools. Furthermore, workshop participants will be guided in a very concise and condensed way, both on the strategic side as on the practical classroom management side. Participants will be asked to bring their own materials into the seminar and will be encouraged to interact with the lecturers and other participants. This workshop will follow a very pragmatic approach that will enable the active participant interaction.


Program Brochure

Download the program brochure PDF

Target Audience

This seminar targets primarily for the private sector owners/managers and destination marketers. The seminar will demonstrate to participants how ICT can be utilised for strengthening the organisation and to maximise the sales to tourists through technological solutions and social media.

Marketing and sales professionals from both the destination management organisations and also from tourism and hospitality business will benefit from the seminar as they will understand how to use eTourism for achieving competitive advantage, profitability and competitiveness. 


Program Objectives

Strategic Tourism Marketing is critical for the competitiveness of tourism and hospitality organisations. This is particularly the case for destinations in Cyprus that suffer from transportation accessibility and high power dependency on tour operators and agents who control their transportation and distribution channels.

Strategic tourism management and marketing is of absolute importance during this period of crisis in Cyprus. Information Communication and Technologies (ICTs) provide a range of proactive and reactive tactical tools to support strategic tourism marketing for tourism destinations, travel trade and hospitality organisations. Social media in particular have changed the rules of engagement with consumers and made them co-creators and co-promoters of the tourism product.

This seminar elaborates on the engagement of agile strategic management and marketing techniques in a time of crisis. This expert seminar will enable participants to formulate innovative strategies that fully exploit ICT and social media to support hospitality and tourism managers attract more travellers, engage in active cocreation and enhance competitiveness and profitability.

The above-mentioned strategies will focus on promoting Cyprus as a tourism themed destination. For example the seminar will cover specialized themed areas of development such as Cultural, Medical, Gastronomic, Religious, Archaeological, Rural, and Wellness.

The seminar contains the latest research and management techniques to maximize the benefits of ICTs for strategic management and marketing as a key catalyst towards maximizing tourism sustainable competitiveness and profitability for hospitality and tourism organizations.

Tourism and hospitality organisations need to work in clusters to differentiate their products and services and serve holistically their target markets. Social media in particular will be explored as a methodology for co creation and engagement with tourists before during and after their visit. Social media and engagement techniques for interactivity will be elaborated whilst looking into how emerging technologies and applications will support organisations to take advantage of emergent marketing techniques such as

  • Co creation
  • Experience economy and Experience marketing
  • Social Media
  • Location Based
  • Context Based
  • Mobile devices
  • Augmented Reality
  • Gasification

During the seminar there will be demonstrations on how to use strategic tourism management and marketing, explore the external environment, develop and manage internal resources and reengineer all business processes in order to take advantage of the new realities. Methods to explore crisis management and business recovery will also be identified and discussed. Case studies from around the world will be discussed to demonstrate cutting edge marketing and promotion. These will include:

  • TOURISM DESTINATIONS
  • HOSPITALITY/RESTAURANTS
  • INDUSTRY AND TRADE

Conclusively, this authoritative and comprehensive seminar delivers methodologies that enable participants to appreciate the emerging trends in tourism marketing towards attracting more customers, increasing sales, improving experiences, adding value and empowering cocreation. The seminar will demonstrate how hospitality and tourism organizations can use ICTs intelligently for wealth creation and how each they can develop ICT enabled partnerships towards maximizing their collective competitiveness and profitability. As a result, strategic management and marketing opportunities emerge to take advantage of the full range of ICT and social media capabilities in order to enable organisations to attract more and higher spending customers and turn them into long term ambassadors.


Program Outline

DAY One: Internet and its impact on small & micro businesses

8:00 − 8:30  /  Arrival and registration

8:30 − 9:30  /  Seminar overview and introduction

9:30 − 11:00  /  Strategic Tourism Marketing and management in tourism

  • Tourism organisation stakeholders and the concepts of co creation and coopetition
  • Identify external and internal factors of competitiveness of tourism
  • SWOT and PEST analysis for tourism
  • Risk and possibility analysis in the time of crisis
  • Methodologies for risk assessment in tourism
  • Technological developments and some major trends
  • Ways that ICTs can integrate the entire industry and economy
  • Ways that ICT developments have a profound impact on organisations
  • Technology and strategic Management and Marketing in the tourism sector
  • Technological enablers for the hospitality and tourism industry

11:00 − 11:15  /  Break

11:15 − 13:15  /  The disruptive role of ICT in integrating the entire tourism industry and economy

  • Digital Strategy and business models
  • Digital marketing strategy essentials
  • Online marketing benefits
  • Multi channel customer engagement in hospitality

Case Study: Disruptive Technology in Action- ‘Cabbies and Bookworms Go to War with Uber and Amazon’ Research the parallels and anti-parallels of the hotel industry ‘going to war’ with Airbnb (and similar shared economy lodging businesses). Prepare merits of the case. Can we arrive at a consensus?

Exercise- Read through the EAHM Digital Strategy Document and provide a critique with reference to the discussed models.

Effective web presence. Design and navigation on a budget (Conceptual)

  • Describe the different stages needed to create effective web presence.
  • Requirements , analysis , development and maintenance

Exercise: Select three hotel chains and with the website archive tracking tool do a comparative analysis of the evolution of their respective websites over a 10 year horizon.

13:15 − 14:30  /  Lunch Break

14:30 − 16:00  / Managing global reputation and branding online and offline

  • The role of Social Media, Web 2.0 and User Generated Content in tourism
  • The major channels – Facebook, Twitter, Blog, YouTube, Google+
  • How social media can help you achieve ultimate goals for tourism marketing
  • Understand the sources of competitiveness for tourism & hospitality organisations
  • Manage tourism and hospitality brand across all channels
  • Social networking and engagement with tourism stakeholders
  • Manage global tourism reputation and branding online and offline
  • Coordinate Social Media Management for Hospitality and Tourism
  • Web 2.0 as a way to manage brands online for tourism 
  • The major channels – Facebook, Twitter, Blog, YouTube, Google+
  • Shift from blog to tweeter, to facebook to tripadvisor
  • How social media can help you achieve ultimate goals
  • Responding to reviews on tripadvisor
  • Manage tourism hospitality brand across all channels
  • Complain handling online
  • Social networking and for different stakeholders

16:00 − 16:15  /   Break

16:15 − 17:15  /  Case Study: Managing reviews and trip advisor reports

  • Identify online reviews
  • Create mock answers for reviews
  • Identify processes for answering reviews
  • Using reviews to improve online brand and reputation

Exercise: Getting  a first hand experience of what it means to work with a CMS and web-authoring tools, using any one of the suggested platforms, create a site map and develop a simple website for a boutique hotel property with a minimum of 5 pages. Populate the webpages with relevant headers and images where applicable.

DAY Two Using technology for promotion, differentiation of tourism experiences

8:00 − 8:30  /  Arrival and registration

8:30 − 10:30  /  Theory  Promotion and Sales on different tourism distribution channels

  • The value of direct online relationships in tourism marketing
  • Sales across different tourism distribution channels
  • Present consumers experience and interactivity
  • The connected consumer and the prosumer concept
  • Different social media in different countries
  • Find and target your audience on different platforms
  • Dynamic customer engagement, experience and interactivity in tourism
  • Generate and distribute consumer generated content
  • Make customers your brand ambassadors

With reference to the boutique hotel website you have started developing, create profiles of 3 guest personas. For each persona, map an online journey that will lead to a booking at your property. Clearly identify the digital touchpoints on this journey

10:30 − 10:45  /  Break

10:45 − 12:45  /  Search Engine Optimization (SEO)

  • Online Consumer Behaviour
  • Recognizing key ingredients and metrics
  • Evolving media landscape
  • Digital touch points in hotel guest/traveller’s road to a decision
  • Creative brief of a hotel digital campaign personas
  • Tourism organisation stakeholders and the concepts of co creation and competition
  • Identify external and internal factors of competitiveness of tourism
  • SWOT and PEST analysis for tourism
  • Risk and possibility analysis in the time of crisis

Practicing skills exercise :

  • Engage Consumers User Generated Content
  • Consumers as ambassadors
  • Competitions, Campaigns, Engagement
  • Case Studies
    • Visit Britain
    • Visit Sweden
    • Australia Tourism

12:45 − 14:00  /  Lunch Break

14:00 − 15:15  /  Social Local Mobile (SoLoMo), Social networking and engagement with tourism stakeholders.

  • How social media can help you achieve ultimate goals for tourism marketing
  • Understand the sources of competitiveness for tourism & hospitality organisations
  • Understand how search engine marketing works
  • Trends in paid search
  • Email marketing tools
  • Online PR and reputation management
  • Manage tourism and hospitality brand across all channels
  • Social networking and engagement with tourism stakeholders
  • Manage global tourism reputation and branding online and offline
  • Coordinate Social Media Management for Hospitality and Tourism

Activity: Walk-through and exploration of Google Adwords and Mailchimp

15:15 − 15:30  /  Break

15:30 − 17:15  /  Case study and practicing skills exercise: Create Memorable Experiences  

  • From consumer to prosumer and the emerging tourism mobility
  • Creating Cocreation and Memorable experiences
  • Cocreation as part of the customer experience
  • Cocreation with organisation consumers employees
  • How technology can support hotels and tourism to create memorable experiences
  • Build tourism experiences and holistic solutions
  • Use technology to satisfy customers of the future
  • Narrating the tourism experience through the eyes of the guest
  • Protect and enhance brands and take advantage in the Web 2.0 environment
  • Social Media and Real time Service
  • The Service of now and serving the global tourism
  • Augmented Reality applications
  • Social Media and Real time Service – the service of now
  • Augmented Reality applications and gamification
  • Creation of memorable experiences
  • Creating photo opportunities
  • Communicating of memorable experiences
  • Case study: Social Local Mobile (SoLoMo) in Hospitality and Travel Leveraging social media channels for customer engagement Recognizing importance of local content and social signals Importance of mobile site, content, apps and metrics<
  • Exercise: Using the baseline for mobile experience scorecard for hotels and destinations in the Search Agency Research report , prepare a tabular output benchmarking any five local hotel properties.

Training Methodology

Strategically the goal of the programme is to improve insight into strategic management and marketing benefits it can bring to hospitality and tourism organisations through the use of technology. The participants will be guided in a very concise and condensed way, both on the strategic marketing methodologies and the practical applications of eTourism tools. They will gain inside knowledge in eTourism capabilities and approaches as well as appreciate the proactive and  reactive strategies that ICTs can empower for hospitality and tourism organizations.

There will be demonstrations of:

  • Methodologies and tools for strategic tourism marketing
  • Strategies and strategic marketing actions from leading tourism destinations
  • Best case examples from around the world
  • Engagement with social media platforms, applications and networks
  • eTourism applications and platforms and their usage
  • Examples of effective ICT implementation in numerous hospitality and tourism organisations worldwide
  • Successes and failures with real-life worldwide examples.

In addition this seminar will be highly interactive in order to explore further potential within their own context and realities.

Action learning real-life examples will be used

A number of action learning case studies and real life cases will be utilized to demonstrate how hospitality and tourism organizations have engaged with the emerging technologies for maximizing their profitability and competitiveness. This course will follow a very pragmatic approach, and discusses several examples and business cases.


Program Adviser

Dr. Sanjay Nadkarni is a Director of Research in Emirates Academy of Hospitality Management in Dubai. He holds a Master of Science in Management, M.Sc. in Physics and Mathematics and a Ph.D. He was employed as a Programme Coordinator & Assistant Professor in Faculty of International Tourism of  Macao University of Science and Technology from 2005 to 2009 and also as a consultant in Asian Development Bank in China. Furthermore he used to be a Researcher in School of Travel Industry Management in University of Hawaii in Kyrgyz Republic, in School of Development in University of Central Asia/Aga Khan Development Network in China, a director of research in Institute For Tourism Studies in Russia and a Lecturer in Information Systems in Institute For Tourism Studies (IFT) in India. Deputy Manager and Project Coordinator was at the first years of his career.



Post Program Activities

 Following the workshop there will be a 4 hour on-site visit to each of the attending companies by Dr. Sanjay Mangesh. Objective of these on-site visits aims to:

  • Audit of digital tools informing the development of the enterprise’s
  • Measure and compare channel performance
  • Lead Time Analysis with booking data for developing a digital marketing calendar for important markets
  • Digital Strategy roadmap

This amounts to high-level consulting advice that is tailored to the specific needs of the organisation and may be discussed in full confidentiality rather than in the open forum of the workshop.
Dr. Sanjay Mangesh will subsequently write a extensive report summarising the main discussion points and including recommendations and suggestions for further consideration by the management. This report may also include recommendations regarding additional training and development actions that the company’s management should consider to further strengthen its human capital.


Subsidy, Attendance, and Cancellation Policy

HRDA Subsidy and Seminar Attendance

  • A company’s participant is eligible for subsidy when their Social Insurance and Industrial Training contributions have been settled in full by the time of registration/seminar. In case of ineligibility/disqualification, the company will be invoiced the full amount per participant.
  • A company’s participant is eligible for subsidy if he/she completes an obligatory attendance of 75% or more (both during seminar and company visit). In case of failure to complete the attendance, the company will be invoiced the full amount, per participant.

Cancellation and Substitution Policy

  • Cancellations can be accepted up to 5 working days prior to the seminar without penalties. For any cancellations received after the deadline (or no-shows) the company will be invoiced the full amount per participant.
  • Substitutions can be accepted any time prior to the seminar without penalties.

Approved By Human Resource Development Authority of Cyprus

Recent Program Participants

LOUIS_TOURS ayii-anargyri-logo VENUS_HOTEL CROWNE_PLAZA_HOTEL RICKYS_TRAVEL_AGENCY EPISKOPIANA_HOTEL

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