McLEAN, Va. – The Hospitality Sales and Marketing Association International (HSMAI) has updated

its study guide for its Certified Hospitality Digital Marketer (CHDM) program.

The CHDM program allows hospitality professionals to enhance their existing digital marketing skills

and learn to better maximize online revenue through lead generation, customer engagement and loyalty, online brand awareness and product exposure.

The CHDM, launched in November 2012, has quickly become one of HSMAI’s most popular

certifications, with more than 150 industry professionals now holding the CHDM credential, with Best Western, Marriott, and Vizergy among the companies that have embraced the program for their marketing staffs.

“Digital marketing continues to have a growing share of all our marketing budgets, and keeping up

with the latest tools, new technology and industry best practices is a demanding new job requirement for all marketing professionals,” said Fran Brasseux, HSMAI executive vice president. “The CHDM, developed and updated regularly by our diverse, experienced HSMAI Digital Marketing Council, offers the industry a place to help to keep in front of the changes and be on the leading edge in this important area in their business.”

Holly Zoba, Signature Worldwide Business and Training Solutions Senior Vice President of Sales –

Hospitality, and a member of the HSMAI Digital Marketing Council, led the development of changes for the guide.

Changes are concentrated in three main areas:

• The storytelling section focuses on the importance of telling your story truthfully and in a compelling way through audio, visual and social media.
• Updates were made to the Search Engine Optimization section that covers Google’s Hummingbird. This change also connects with the storytelling section to explain how it aids SEO.
• The Paid Search section has been expanded to include the philosophy of online behavioral advertising including behavioral targeting and internet-based advertising and how best to capitalize on current analytics to increase your return on investment.

Digital Alchemy, Milestone Internet Marketing, and Vizergy are sponsors for the updated HSMAI

Certified Hospitality Digital Marketer Study Guide, which is required reading for certification applicants. Visit to learn more about the CHDM and HSMAI’s suite of industry certifications.

About HSMAI
The Hospitality Sales and Marketing Association

International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI’s MEET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region.