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Course Description

Today's consumers rely less upon traditional travel agents and more on web-based research when booking travel. In this online course you'll learn to develop online strategies designed to improve your standing in Internet search results, called Search Engine Optimization (SEO), and increase your visibility to target customers.

Learn 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 agency is largely attributable to their marriage of leading-edge technology and a keen insight into consumer behavior patterns.

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 K. Anderson, PhD, Associate Professor, Operations Management

Benefits to the Learner

  • Employ search engine marketing techniques through paid and organic search optimization techniques
  • Recognize the role and opportunities of online travel agencies in demand stimulation and management
  • Stay current and ahead of the competition with the newest, most effective ways to sell online

Target Audience

This course is designed for general managers, revenue and finance managers, operations, sales, marketing and other hospitality professionals who are responsible for the financial performance of their organization. Professionals with at least 3 years of experience in their industry will see the greatest benefits. This course provides advanced instruction in revenue management and teaches the industry-critical skills and advanced techniques used by top performers the world over.
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Cornell University's School of Hotel Administration
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