Digital Marketing in Hospitality


The internet has transformed the way organisations and consumers engage with each other. In the context of hospitality, the proliferation of Online Travel Agents (OTAs) and the growing sophistication of digital consumers have made it an imperative for hotels and tourism services providers to tap on the potential benefits of digital marketing.

This 45-hour course introduces participants to the fundamentals of digital marketing in hospitality and provides participants with insights into different types of digital marketing channels. It also provides participants the opportunities to explore the different tools and metrics used in search engine optimization and marketing as well as highlights the strategies for email marketing, reputation management and service recovery.

Who should attend?

This workshop is designed for executives in the hotel industry who have to manage social media platforms and individuals from the hospitality industry who wish to deepen their knowledge and skills in the area of digital marketing. Managers and Executives from departments such as Marketing Communications, Public Relations, Front Office, and Reservations department would find the programme useful and insightful.

Learning Outcome

After completing the workshop, participants will be able to:

  • Understand what digital marketing entails and its relationship to social media platforms
  • Acquire insights into development of content on social media platforms
  • Understand the approaches to integrating social media platforms to support the organisation’s sales and marketing strategies
  • Evaluate effectiveness of social media platforms to achieve sales and marketing
Course Structure

Course Duration & Structure

The total duration is 45 hours. This includes:

  • Classroom Training – 15 hours
  • E-learning – 10 hours
  • Field Visit and/or Guest Speakers Sharing – 6 hours
  • Work-based Group Project – 10 hours
  • Group Project Presentation – 4 hours

Kindly refer to the CET Programme Calendar or contact our friendly course consultants for the course schedule.


Class discussions, seminars, e-learning, work-based project, field visit and guest speakers.


  • Online Collaboration – 30%
  • Work-based Project – 70%


Upon successful completion of the programme, participants will receive a Certificate of Achievement from SHATEC, and a Statement of Attainment issued by SkillsFuture Singapore (SSG) for:

  • BM-SM-417E-1 Manage Social Media Platforms.
Course Outline

Introduction to the Digital Marketing Landscape

  • Digital Marketing Channels
  • Social Media Platforms
  • Global Distribution Systems (GDS)

Digital Marketing

  • Definition
  • Recent Trends and Growth
  • The RACE Digital Marketing Framework – (Reach) > Act > Convert > Engage

Indirect Digital Marketing Channels

  • Online Travel Agents (OTAs)
  • Wholesalers
  • Meta Search (details covered under direct channels section)
  • Global Distribution Systems

Direct Digital Marketing Channels

  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Meta Search
  • Email Marketing
  • Local Channels Integration
  • Social Media and Marketing
  • Affiliate Marketing

Online Travel Agents (OTAs), Wholesalers and Global Distribution Systems (GDS)

  • Introduction
  • Functions and Roles
  • Impact and Influence on Hotel Operations and Marketing of Products and Services

SEO, SEM and Meta Search

  • SEO
    • Google products and its applications
    • Optimisation, analytics and measures of performance
  • SEM
    • Pay-Per-Click (PPC) Advertising Campaigns
    • Key Components of SEM / PPC
    • Understanding Google AdRank
  • Understanding Meta Search and Its Implications for Digital Marketing Strategies

Email Marketing

  • Email Marketing Campaigns
  • Introduction and Objectives
  • Elements of Effective Email Marketing
  • Open, Click-through and Call-to-Action Rates

Local Channels Integration

  • Introduction to Local Channels Integration
  • Types of Local Channels
  • Leveraging on Local Channels for Successful Digital Marketing Integration

Social Media and Marketing

  • Introduction to Social Media
  • Social Media Marketing
    • Components – platforms, content, performance measurements
    • Social Media Engagement Plans
  • Influence of Experience Sharing and Online Communities on Purchasing Behaviours
  • Impact of Social Media on Hotels / the Hospitality Industry

Managing the Online Conversation

  • Reputation Management
    • Organisation’s guidelines and image
  • Recovery Strategies
    • Approaches and Techniques
Entry Requirements
  • Possess at least a pass in GCE ‘O’ level English or equivalent
  • Have at least 2 years of work experiences in a hotel or hospitality related establishment
  • Preferably, participant is currently holding an executive position which requires the use of social media platforms to outreach to market segments, and
  • Possess working knowledge of the use of social media in marketing
Course Fee
Course Fee Company- Sponsored Singaporeans/ Singaporean PRs Self- Sponsored Singaporeans/ Singaporean PRs International
Full Course Fee (Before GST) $980.00 $980.00 $980.00
SSG Grant1 $686.00 $686.00 N.A.
Nett Course Fee (Before GST) $294.00 $294.00 $980.00
7% GST on Nett Course Fee $20.58 $20.58 $68.60
Total Nett Course Fee Payable, including GST $314.58 $314.58 $1,048.60
2,3,4Additional Funding if eligible for Mid-Career Enhanced Subsidy (MES) / Enhanced Training Support for SMEs Companies may log-in to for application of Additional MES or WTS funding. $196.00 N.A.
2,3,4Total Nett Course Fee Payable, Including GST,  after MES /Enhanced Training Support for SMEs $118.58 N.A.
2,3,5Additional Funding if eligible under Workfare Training Support (WTS) $245.00 N.A.
2,3,5Total Nett Course Fee Payable, Including GST,  after additional funding from WTS $69.58 N.A.

¹Singaporeans and Singapore PRs who are aged above 21 years and above will be eligible for up to 70% SSG funding. Absentee payroll may be claimable as well.

²Companies need to log-in to for application of all SSG funding and subsidy.

³All SSG funding and subsidy are subjected to SSG’s prevailing corporate policies and final approval. Companies and individuals are liable for the full course fee in the event that the SSG funding and subsidy are not approved.

4The SkillsFuture MES is for Singaporeans aged 40 years and above.

5WTS Funding is for Singaporeans who are aged 35 years and above (or 13 years and above for Persons with Disabilities) earning a monthly income of not more than $2,000.

Continuing Education
and Training

Tel: 6415 3513 / 514 / 590 / 508 / 547 / 531