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Hotel web marketing in a nutshell: digital presence and online reputation
Hotel web marketing in a nutshell: digital presence and online reputation
During this course, the following topics shall be covered:
- Tourism 4.0 and the 4th “industrial revolution”: how to survive
- Strategic and operational marketing: differences
- Pills of “strategic marketing”: the importance of identifying your U.S.P. (unique selling proposition)
- Pills of “operational marketing”: the power of web marketing in the tourism industry - Web & Digital Marketing in the world of tourism: an overview
- Hotel online presence in 6 points:
1) Hotel website: 5 mistakes to avoid; hints on SEO and SEM (pay per click)
2) Google my business: tips about a good management of your free listing (geolocation, photos, video, info, services, reviews); hints of google analytics
3) Metasearches (Trivago, kayak, momondo, hotelsCombined): how to require the ownership of your profile (the free listing) and some tips about how obtain the maximum profile optimization % (thanks to pictures and descriptions)
4) OTAs: How to get the most out of otas? Tips about how to optimize your profile percentage; the importance of a good price management
5) Review sites aren’t your enemies! The online brand reputation: how to manage the reviews and what is their strong connection with the room rates and revenue management in general
6)The magic world of social networks: general introduction to the social media in the tourism sector; pills about “algorthms” and how to post on Instagram & facebook
Dr Chiara Mencarelli has been working as a professional HR trainer since 2000 focusing on the hospitality industry since 2010.
After graduating in Education Science, specialising in out-of-school education (Perugia), she completed a two-year postgraduate specialisation in Psychology (with a research dissertation on Personnel Selection) at the Department of Psychology of Saint Petersburg University (Russia). Than, she enrolled in the Postgraduate Course in Economics and Hotel Management (Rome).
In the course of her career she managed four prestigious hotels in different part of Italy while continuing to devote time to teaching, with a focus on tourism.
Today her activities include training (she is registered in the Italian Register of Professional Trainers of A.I.F.), consultancy and coaching for hotels focus on performance and budget control, marketing and human resources development.
She is President for the Umbria region of the A.D.A. – Associazione Direttori d’Albergo, founded in 1955 and she is a a member of FIJET — the World Federation of Travel Journalists and Writers.
Lessons
