Craig
Carbonniere Jr.

Hotel marketing managers and digital marketing directors should have the following skills.

• Overall hotel knowledge and industry trends
• Budget management
• Social media
• Omnichannel digital marketing
• Website management and optimization
• Technical search engine optimization (SEO) including metadata, speed, structured data markup, and Accelerated Mobile Pages (AMP)
• Writing and content marketing
• Paid marketing and PPC advertising
• Storytelling and presentation skills
• eCommerce and revenue optimization tactics
• General design and visual creative abilities
• Data analysis and reporting

Yes. Here are five hotel and lodging associations and membership groups in Los Angeles and Greater Southern California.

1. Hospitality Sales & Marketing Association International (HSMAI) Los Angeles Chapter
2. Hotel Association of Los Angeles
3. Anaheim/Orange County Hotel & Lodging Association
4. California Hotel & Lodging Association
5. Hospitality Sales & Marketing Association International (HSMAI) San Diego Chapter

Each year the Hospitality Sales & Marketing Association International (HSMAI) selects their Top 25 Extraordinary Minds in Sales, Marketing, and Revenue Optimization.

In 2020, the Top 25 class included:

• Todd Arviso, Vice President and Commercial Director, Americas Managed Hotels, Hilton
• Heather Bailey, CHBA, Senior Director, Worldwide Sales – Hotel Sales Optimization, BWH Hotel Group
• Gathan D. Borden, CHDM, Vice President, Marketing, VisitLEX
• Johnathan Capps, Vice President of Revenue, Charlestowne Hotels
• Craig Carbonniere Jr., CHDM, Senior Director of Sales, Milestone, Inc.
• Dana Cariss, CHDM, Vice President, Revenue Strategy and Distribution, CoralTree Hospitality
• Sabrina Cendral, Senior Vice President of Sales and Marketing, Club Med
• Denise Chapman, Director of Marketing, Waldorf Astoria Monarch Beach Resort & Club
• Sonali Fernando, Regional Director of Revenue, Virgin Hotels
• Elana Friedman, Chief Marketing Officer, AKA
• Bettina Garibaldi, Senior Vice President, Managing Director of Ketchum – Travel, Hospitality, and Leisure
• Griff Garwood, Senior Director, Global Media, Marriott International
• Stephanie Glanzer, CMP, Chief Sales Officer, and Senior Vice President, MGM Resorts International
• Michael J. Goldrich, CHDM, Global Head of Digital Marketing, Club Quarters
• Eliot Hamlisch, EVP, Loyalty and Revenue Optimization, Wyndham Hotels & Resorts
• Rhett Hirko, CRME, Global Vice President, Revenue Optimization, Preferred Hotels & Resorts
• Sara Joseph, Senior Vice President, Head of Travel and Lifestyle, BerlinRosen
• Nicole Lierheimer, Vice President, PR, and Communications, Accor
• Gissell Moronta CMP, RVP, Sales and Marketing, Atrium Hospitality
• Staci Olney, Vice President, National Sales, Red Roof Inns, Inc.
• Shawn Paley, CHDM, Senior Director, MDS Studio, Marriott International
• Eve Paré, President and CEO, AHGM
• Peter Ricci, CHA, CHSE, CRME, EDD, CHBA, Director, Hospitality, and Tourism Management Program, Florida Atlantic University (FAU)
• Anne Sayers, Acting Secretary, Wisconsin Department of Tourism
• David Warman, Principal, Red House Strategy
• Cesar Wurm, Vice President, Commercial and Revenue Management CMH, IHG

Hotel marketing managers benefit from ongoing education and upskilling. Here are eight certificate courses that marketing managers should take:

1. The Fundamentals of Digital Marketing from Google – FREE
2. Certified Hospitality Digital Marketer (CHDM) from Hospitality Sales & Marketing Association International
3. Hotel Digital Marketing Essentials from HSMAI University
4. Social Media Bootcamp from hoteliers Rupesh Patel and Sarah Dandashy
5. Social Marketing Certificate from Hootsuite Academy
6. Google Ads Search Certification
7. Google Analytics Certification from Analytics Academy 
8. SEO Fundamentals Exam from SEMrush

Hotel marketers have the opportunity to learn remotely and stay ahead of trends. Here are five organizations that provide marketing education:

1. Asian American Hotel Owners Associaton (AAHOA)
2. California Hotel & Lodging Association
3. Hospitality Sales & Marketing Association International (HSMAI)
4. Milestone Inc.
5. Arizona Hotel & Lodging Association

LinkedIn is a powerful social media network where hotel education and marketing strategies are shared. Here are the top profiles on LinkedIn in the hospitality industry (in no particular order):

• Bashar Wali
• Jawad Saade
• Rupesh Patel
• CS Ramachandran (Ram)
• William “Chip” Rogers
• Anthony Melchiorri
• Patrick Landman
• Jerry Inzerillo
• Todd Noftall
• Glenn Haussman
• Sloan Dean 
• Chip Conley
• Satish Kumar
• Alessandro Crotti
• Rupam Dutta 

Certified Hospitality Digital Marketer (CHDM) is a professional certification offered by Hospitality Sales & Marketing Association International (HSMAI).

CHDM demonstrates your expertise in hospitality digital marketing and how it can be applied to better your organization and clients. It indicates to your employer and professional community that you’re committed to advancing your knowledge, skillset, and expertise.

Craig Carbonniere is The Optimistic Hotelier. He authored a weekly series titled “The Optimistic Hotelier,” a collection of positive news from the hospitality industry during the COVID-19 pandemic. Craig says his goal for the series was to “inspire hoteliers to focus on a brighter future.” #OptimisticHotelier has generated nearly 500,000 views and engagement from over 45,000 hoteliers.

Booking a reservation directly through a hotel involves making your booking via the hotel’s official website, calling the hotel directly, or using the hotel’s app, rather than using a third-party online travel agency (OTA) like Expedia, Booking.com, or Priceline.

Potential Benefits for the Hotel as a Business

1. Higher Profit Margins:

• Avoiding Commission Fees: OTAs charge commission fees, often ranging from 15% to 30%. Direct bookings help hotels avoid these costs, resulting in higher profit margins.
• Revenue Management: Hotels can manage their revenue more effectively by setting their prices and promotional offers without interference from third-party platforms.

2. Enhanced Customer Relationship:

• Direct Communication: Hotels can communicate directly with guests, allowing for better service and personalization before, during, and after the stay.
• Brand Loyalty: Direct bookings can help build brand loyalty. Hotels often offer incentives such as loyalty points, discounts, or additional services to encourage direct bookings.

3. Data Ownership:

• Customer Data: Hotels have complete access to guest data, which can be used for marketing, improving services, and understanding guest preferences. OTAs often withhold some customer information.
• Targeted Marketing: With direct access to data, hotels can run targeted marketing campaigns to attract repeat business and understand the demographics and preferences of their guests.

4. Better Customer Experience:

• Customized Offers: Hotels can offer personalized packages and experiences based on the guest’s history and preferences.
• Problem Resolution: Direct communication with guests can lead to quicker and more efficient problem resolution, improving overall guest satisfaction.

5. Flexibility:

• Cancellation Policies: Hotels can offer more flexible cancellation policies and booking terms when reservations are made directly.
• Special Requests: Handling special requests and accommodations can be more straightforward, ensuring a better guest experience.

6. Revenue Optimization:

• Upselling and Cross-Selling: Direct booking platforms allow hotels to upsell additional services like spa treatments, dining experiences, or room upgrades, optimizing revenue per guest.

By encouraging direct bookings, hotels can not only enhance their profitability but also improve guest satisfaction and loyalty, leading to long-term business success.