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Course Description

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 SCHEDULE

Session 1:

  • The New Travel Consumer: Changing consumer behaviors and expectations
    • Tuesday, December 3, 2024: 10am - 1pm (ET)

Session 2:

  • Innovation in Hospitality to Drive Demand: Explore product and service changes necessitated by COVID-19
    • Thursday, December 5, 2024: 10am - 1pm (ET)

Session 3:

  • Marketing to the New Travel Consumer: Examine new digital marketing approaches through conversation and virtual experiences
    • Tuesday, December 10, 2024: 10am - 1pm (ET)

Session 4:

  • Market Planning for Uncertain Times: Develop a roadmap for hospitality marketing that’s adaptable for reopening and recovery stages
    • Thursday, December 12, 2024: 10am - 1pm (ET)

Faculty Author

Rob Kwortnik

Benefits to the Learner

  • 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

Target Audience

  • General managers overseeing full-service hotels
  • Senior hospitality professionals such as managing directors, assistant general managers, executive assistant managers, and operations directors
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Type
Live Event
Dates
Dec 03, 2024 to Dec 12, 2024
Total Number of Hours
12.0
Course Fee(s)
Standard Price $2,000.00
Section Notes

IMPORTANT COURSE INFORMATION

Your LIVE virtual sessions will take place on the following days and times:

  • Tue, December 3, 2024, 10:00 am - 1:00 pm ET

  • Thurs, December 5, 2024, 10:00 am - 1:00 pm ET

  • Tue, December 10, 2024, 10:00 am - 1:00 pm ET

  • Thurs, December 12, 2024, 10:00 am - 1:00 pm ET

Attendance at every live virtual session is required for successful completion of the course.

If your professor assigns any pre-course materials (readings, cases), you will be notified 2 weeks in advance with instructions on how to complete.

Your program manager is Monika Crosby, and if you have any questions about your course, or access logistics, she can be reached via email at mlc258@cornell.edu

 

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