HOTEL DIGITAL MARKETING ESSENTIALS SERIES (HDME)
The Definitive Digital Marketing Program for Hoteliers
Six-week instructor-led virtual classroom series
Tuesday, 09 September to 21 October 2025 at 2:00 – 3:00 PM GST

Click the video below to see a glimpse into the questions we will answer.
In this first module we cover structure and strategy. We begin with the history of hotel digital marketing, We review the definitions of Paid, Owned and Earned Media. We walk through an entire strategy as it relates to the marketing funnel. We share the Conversion Formula and review the formation of a marketing strategy.
eCommerce, revenue, sales and other marketing professionals who need to advance their knowledge around all things digital marketing.
Regional, Corporate and Property Level:
- eCommerce Managers
- Directors of Sales and Marketing
- Revenue Managers & Directors
- General Managers
- Asset Managers
Course Length
6 Weeks
Live virtual course will be held from 2:00 pm – 3:00 p.m. GST every Tuesday for six consecutive weeks (all sessions will be recorded).
Effort
2-3 hours a week
Participants will be encouraged to spend at least a minimum amount of time each week dedicated to course reading, attendance in the 90-minute live web session, and practice activities to ensure knowledge capture.
Format
- 100% online, instructor-led
- Small class sizes ensure personalized attention and interaction.
- Participants are encouraged to turn on their web cams during the course.
The registration fee includes web series attendance and include a copy of the Certified Hospitality Digital Marketer (CHDM) study guide, Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape – 7th Edition. The most comprehensive and up-to-date resource for hospitality professionals looking to deepen their digital marketing knowledge or prepare for the globally recognized CHDM certification.
Registration Fee*: HSMAI members $425, nonmembers $450
*The fee for the HDME classes is a separate fee from the CHDM certification fee. The CHDM certification fee is $450 for HSMAI members and $625 for non-members – Those who complete the HDME series are entitled to a $75 discount on the CHDM certification fee.
They literaly wrote the book on hotel digital marketing.
This course will be presented by devoted HSMAI volunteer leaders, Dan Wacksman and Holly Zoba, the previous HSMAI Marketing Advisory Board chairs. Holly and Dan have been recently recognized by HSMAI as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization. In addition to their leadership in industry, they continue to contribute to the HSMAI Certified Hospitality Digital Marketer (CHDM) program and study guide.
Dan Wacksman, CHDM, CHBA, CRME
Sassato, Principal
With over 20 years of senior level experience in hotel marketing and travel distribution, Dan Wacksman has recently launched a new company, Sassato, to help hotels and travel related businesses to improve their performance in marketing, distribution, technology, and implementations.
Holly Zoba, CHDM
Scout Simply, Principal
Holly Zoba has 25 years of experience in hotel Sales and Marketing, with Hospitality Partners and the Aurora Foundation, both in property level and corporate roles. Her company, Scout Simply, provides digital sales training through her Influencer Sales program as well as sales and marketing employee development through education, coaching, consulting and audits.