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Course Description

Today’s hospitality consumers rely less upon traditional travel agents and more on web-based research when booking travel. In this course, you'll explore how to develop strategies designed to improve your standing in internet search results, known as search engine optimization (SEO), and increase your visibility to target customers.

You will also investigate how to optimize your position on internet search results and increase conversions: the moment when a search becomes a purchase. Online travel agencies are especially popular because they provide one-stop convenience and notifications for consumers searching for deals and promotional opportunities. The success of online travel agencies is largely attributable to their marriage of leading-edge technology and a keen insight into consumer behavior patterns.

You will have a chance to immediately practice what you've studied by participating in a pricing simulation game.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Price and Inventory Controls
  • Price Sensitivity and Pricing Decisions
  • Segmentation and Price Optimization
  • Displacement and Negotiated Pricing

Faculty Author

Chris Anderson

Benefits to the Learner

  • Make strategic use of online travel agencies
  • Leverage search engine marketing strategies

Target Audience

  • General managers
  • Revenue managers
  • Marketing managers
  • Hospitality professionals responsible for financial performance

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Nov 27, 2024 to Dec 10, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 22, 2025 to Feb 04, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 19, 2025 to Apr 01, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
May 14, 2025 to May 27, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jul 09, 2025 to Jul 22, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 03, 2025 to Sep 16, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 29, 2025 to Nov 11, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 24, 2025 to Jan 06, 2026
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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