Title: Analyze the role of digital marketing in the lodging industry.
Course: Lodging Management (12159) > Section: Examining Marketing and Public Relations Functions in the Lodging Industry

Analysis should detail how digital marketing drives the industry to

- increase guest loyalty
- attract new guests
- offer special rates and promotions
- present virtual tours of the property
- link with hospitality search engines
- encourage guests to place reservations and special requests through a secure site
- communicate specials to fill off-peak stays
- distinguish their property from the competition.

Process/Skill Questions:

- How has the Internet changed the way consumers select lodgings?
- How can a lodging attract guests through its website?
- What are the benefits of a social media marketing program?
- How is an ongoing social media program planned?
- What are some disadvantages of an online reservation system?
- How can digital marketing be used to increase guest loyalty?
- What are the drawbacks to digital marketing?
- How will digital marketing drive the future of the business?