Who should attend
- General managers overseeing full-service hotels
- Senior hospitality professionals such as managing directors, assistant general managers, executive assistant managers, and operations directors
About the course
The hospitality industry has always been dynamic, whether it's the rise of new distribution channels in the digital economy or new lodging products in the sharing economy. But the COVID-19 economy has accelerated transformation in ways that even the most seasoned hospitality leaders could never have foreseen. The changes wrought by the pandemic have strained the hospitality industry — but also revealed opportunities for those organizations that are nimble and innovative. This mini-program looks toward a positive future for hospitality and the role marketing will play in creating and communicating value for tomorrow's hospitality consumers.
The New Travel Consumer: Changing consumer behaviors and expectations
Innovation in Hospitality to Drive Demand: Explore product and service changes necessitated by COVID-19
Marketing to the New Travel Consumer: Examine new digital marketing approaches through conversation and virtual experiences
Market Planning for Uncertain Times: Develop a roadmap for hospitality marketing that's adaptable for reopening and recovery stages
Key course takeaways
- Examine fundamental changes in travel consumer behavior that will affect demand and expectations in the near future and likely beyond
- Explore ideas for innovative hospitality products and services that can stimulate demand and address consumer expectations in the new travel normal
- Identify approaches for marketing communications, especially digital, to build the brand and maintain customer relationships
- Develop an adaptable plan for marketing as the hospitality industry reopens and recovers
Rob Kwortnik, associate professor of services marketing, joined Cornell's faculty after earning his PhD in business administration from Temple University in 2003. He also earned a BA in journalism from Temple and an MBA from California State University, Northridge. Kwortnik's research focuses on ...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.