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Engaging Agile Technologies to Design Robust Strategic Tourism Management and Marketing Strategies Completed


Dates: 16 & 17 Dec 2014
Available Seats: 25
Location: Limassol
Venue: Elias beach Hotel

Human Resource Development Authority of Cyprus

Lead Instructor

Natasa Christodoulidou

instructor Natasa Christodoulidou

Dr. Christodoulidou is the Director of the Hospitality Technology Research Institute at California State University Dominguez Hills (CSUDH). She is a. View seminar instructor


Program Rationale

hrda

Digital strategy focuses on organizations in the hospitality and tourism industry and small and micro tourism businesses (SMTBs) can leverage digital platforms in optimizing their market mix and gaining a competitive advantage in a rapidly evolving business landscape. These ‘new age’ tools include the internet and mobile devices, which together are changing the concepts of time, distance, experience, and the way in which individuals socially connect with one another and with organizations.

Success in DIGITAL requires exposure to a range of concepts and techniques including (though not restricted to) search engine optimization, disintermediation, paid search marketing, digital marketing channels and co-branding strategies. It is also important to know when to select a specific combination of these mixes. Similarly, to make a website or social media platform more effective requires knowledge of a range of success factors for traffic building including accessibility, data integration and content, usability, persuasion and visual design. The importance of leveraging distribution channels in engaging with guests and visitors and achieving conversions enabled by digital convergence platforms, in particular, the Social Local Mobile (SoLoMo) trinity needs to be noted as much as the emerging trends in shared economy.

Target Audience

Industry stakeholders, owners and managers who are responsible for functions related to marketing, revenue and channel distribution.


Program Objectives

The objective of the two-day training would be to help participants gain insights and answers to questions such as- How are these disruptive technologies and business models impacting the tourism and hospitality sector? What are the growth drivers and challenges for the Industry? How can the Industry professionals distinguish the hype from substance?

Towards this end, key learning outcomes resulting in acquisition of following competences are identified: Gauge the impact of Internet in the marketing mix from an online consumer behaviour perspective. Understand the fundamentals of website design and its monetization through search engine optimization and marketing (SEO/SEM) Develop insights into online consumer behaviour through SoLoMo (Social, Local, Mobile) engagement Critically analyse and review current best practices related to digital distribution channels in hospitality and tourism.

In-house seminar objectives:


  • The company specific part will help organizations by acquiring the ability to Formulate a digital strategy and implementation roadmap
  • Evaluate channel performance with key performance indicators/metrics
  • Understanding of ethno-cultural segmentation in devising geographically targeted digital strategies by developing ‘personas’
  • Perform Lead Time Analysis to develop target segment specific Digital Marketing calendar

Program Outline

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

8:00 − 8:30  /  Arrival and registration

8:30 − 9:45  /  Theory • Strategic Tourism Marketing and management  in  tourism

  • Setting the stage
  • Tools for marketplace analysis
  • Disintermediation
  • Publisher/digital content revenue models

9:45 − 11:00  /  Case study: Strategic positioning and content for online presence

  • 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.

11:00 − 11:15  /  Break

11:15 − 12:45  /  Effective web presence. Design and navigation on a budget- Part

  • 1 (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.

12:45 − 13:45  /  Lunch Break

13:45 − 15:15  /  Critical success factors in a small hotel website design

Copywriting, sitemap, blueprints and wireframes Content Management System. Part 2 (Practical)

15:15 − 15:30  /  Break

15:30 − 17:00  /  Exercuse

To get 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 − 10:00  /  Theory  Promotion and Sales on different tourism distribution channels

  • Online Consumer Behaviour
  • Recognizing key ingredients and metrics
  • Evolving media landscape
  • Digital touchpoints in hotel guest/traveler’s road to a decision
  • Creative brief of a hotel digital campaign personas

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

10:00 − 10:15  /  Break

10:15 − 12:45  /  Search Engine Optimization (SEO)

  • Understand how search works
  • Understand why SEO is important to a hotel’s bottomline
  • Develop insights into SEO techniques, social SEO and black hat practices

Activity: Prepare a channel comparison calculator template for your concept boutique hotel property to obtain insights into improving your cash flows/revenue by containing the ‘leakages’.

12:45 − 13:45  /  Lunch Break

13:45 − 15:15  /  Online Marketing

  • Understand how search engine marketing works
  • Trends in paid search
  • Email marketing tools
  • Online PR and reputation management

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

15:15 − 17:00  /  Case study and practicing skills exercise: Create Memorable Experiences  

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

Interactive workshops with short lectures accompanied by case study discussions and hands-on group exercises.

Means and training materials:


Power Point slides, case studies, web design and social media platforms, Excel with industry data sets and company specific exercises.

Language Teaching and Notes:


Spoken Language: English

Teaching materials and notes: English


Program Faculty

Dr. Christodoulidou is the Director of the Hospitality Technology Research Institute at California State University Dominguez Hills (CSUDH). She is an Associate Professor in the Management and Marketing Department at CSUDH where she teaches for the undergraduate and the MBA programs. She holds a Ph.D. from the University of Nevada Las Vegas (UNLV), an MBA from the University of Wisconsin-Milwaukee (UWM), and a Master’s of Accounting and a B.Sc. from Arizona State University (ASU). Her research interests are in the areas of Hospitality Technology, Electronic Commerce, Electronic Distribution, and E-Marketing. Her research has appeared in numerous academic and professional journals. Dr. Christodoulidou presents regularly at academic and professional industry conferences around the world. She currently serves as Vice President for the Western Decision Sciences Institute. Currently Dr. Christodoulidou is investigating the impact of mobile technologies and social media for airlines, hotels, and online Travel Agencies (OTAs). Her speaking engagements the last twelve month have included Dubai, France, Los Angeles, San Francisco, Long Beach, Las Vegas, Boston, Dallas, and others. Dr. Christodoulidou can be reached at nchristodoulidou@csudh.edu.

Post Program Activities

Participants will apply the concepts and tools discussed in class to their specific businesses resulting in the following outputs- Audit of digital tools informing the development of the enterprise’s Digital Strategy roadmap Measuring and comparing channel performance Lead Time Analysis with booking data for developing a digital marketing calendar for important markets.

Certification of Training


The candidates who will complete the program successfully will be awarded a "Certificate of Training", stating that the Cyprus Human Resource development Authority approves the program.


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

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