Hospitality Marketing in Uncertain Times

eCornell

eCornell

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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.

Program

Session 1:

The New Travel Consumer: Changing consumer behaviors and expectations

Session 2:

Innovation in Hospitality to Drive Demand: Explore product and service changes necessitated by COVID-19

Session 3:

Marketing to the New Travel Consumer: Examine new digital marketing approaches through conversation and virtual experiences

Session 4:

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

Experts

Rob Kwortnik

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 ...

Hospitality Marketing in Uncertain Times at eCornell

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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.