Hospitality Customer Journey and Digital Reach

Catalog description

Marketing of hospitality services needs to address special challenges such as controlling service encounters and customer perceptions of the co-creation process. The first part of the course will tackle how to manage customer expectations during the consumption experience, and thus ensure customer satisfaction. The role of artificial intelligence in shifting customer expectations will also be addressed. The second part of the course will address how to use digital and social channels to promote a hospitality brand. Digital marketing can be executed within social media, search engine optimization, internet, mobile devices and other channels. The role of online reviews is particularly important in the context of travel services. The course will also touch upon topics dealing with marketing in the sharing economy and crisis management implications for marketing global hospitality services.