Course Director of E-Commerce
Executive Diploma in the Hotel & Tourism Industry
Become the driving force in your business!
Digital marketing for a hotel today is far more than attractive images and creative ideas. Successful hotels make decisions based on data, use modern technologies in a targeted way, and combine marketing, sales and revenue management into a holistic strategy. This interplay is exactly what the Director of E-Commerce course conveys to you.
In three practice-oriented modules you will learn from our experts how to optimally combine digital marketing, artificial intelligence, hotel technology and revenue management, in order to achieve more bookings, higher revenue and more efficient processes. The hybrid teaching format combines face-to-face and online learning units and offers you maximum flexibility, without sacrificing personal exchange and the strong practical focus.
The focus is on direct applicability in day-to-day hotel operations. You will learn how to use AI sensibly in marketing and operational processes, build a future-proof technology landscape, develop pricing and sales strategies, and optimise your marketing activities using data. All content is designed so that you can put what you have learned into practice immediately in your own business and create lasting added value.
The course thrives on active exchange of experience. Together with other hoteliers, you will discuss real challenges, develop practical solutions and benefit from the experiences of other businesses. The teaching is supplemented by guest lectures from leading industry experts and specialists as well as exclusive webinars from technology and industry partners on current topics such as AI, payment, performance marketing and hotel technology.
Course registration via Hotel & Gastro Union
Course registration deadline 2027: 25 January 2027
Online Information Session DoE 2027 on 09 November 2026 / 12:30 Registration
Content and learning objectives
The course covers all key areas that are crucial for a successful e-commerce and performance organisation in the hotel:
Revenue & Yield Management
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Pricing logic, understanding demand and market positioning
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Strategic pricing and revenue levers (rate structure, restrictions, forecasting)
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Channel mix and sales management for sustainable revenue growth
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Key figures, reports and decision-making foundations for day-to-day operations
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Introduction to behavioural economics & decision-making
- Total Revenue Management - application to other profit centres
Digital Marketing & Performance
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Strategy, target groups, customer journey and content planning
- Market system & digital marketing concept
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Performance marketing (e.g. campaign logic, attribution, optimisation)
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Social media & influencer marketing
- Website/conversion thinking and direct booking promotion
- Online sales strategy
Artificial Intelligence & Cyber Security
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AI in marketing: efficient content creation, idea generation, workflows, quality assurance
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How do you ensure the visibility of your business in the AI era.
- Basics and handling of AI in day-to-day work. For example, creating efficient prompts, how and when the use of AI makes sense, what you need to consider when using it, and much more
- Current developments and best practices in the field of Agentic AI
- Cyber security, fraud prevention and social engineering
Hotel Technology & Tech Stack
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Understanding the hotel technology landscape: PMS, CRS, RMS, channel manager, IBE, CRM, payment
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How systems work together (interfaces, data flows, processes)
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Building a future-proof hotel tech stack: criteria, selection, implementation logic
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Technology as the foundation for performance, efficiency and scalability
Practical inputs & partner webinars
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Input presentations by practitioners on: AI, payment, performance marketing, hotel technology
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Additional webinars from selected partners on course-relevant topics (current, concise, implementation-oriented)
Lesson
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16 teaching days
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50 % online and 50 % on site in selected seminar hotels
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Limited number of participants (max. 20) for personal exchange and individual support
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Practical learning with direct transfer into everyday working life
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Strong focus on interaction, discussion and exchange between participants
Lecturers & Speakers
Learn from recognised experts with many years of practical experience in hospitality, revenue management, digital marketing, hotel technology and artificial intelligence. They bring their knowledge from numerous consulting projects and leadership roles directly into the classroom.
The modules are supplemented by additional guest lecturers and technology partners with recognised expertise in their respective specialist areas
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Nils Kuypers
Course leader / lecturer in Revenue Management, hotel technology & sales // SHS Academy -
Adriano Votta
Module lead & lecturer in online marketing -
Jonas Schäfer
Lecturer in Artificial Intelligence in Hospitality // AI Advisors -
Andreas Klar
Lecturer Revenue Management // Swiss Hospitality Solutions -
Gianluca Marongiu
Lecturer Total Revenue Management // SHS Academy -
Thierry Geissmann
AI Marketing Lead // DigID -
Dr. Steffen Müller
Speaker Pricing // ZHAW -
Further guest speakers
on the topics of Cyber Security / Payment / Reporting, and much more.
Target audience
The course is aimed at specialists and managers in the hotel industry, with at least 2 years of professional experience, who:
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take on responsibility or interface functions in Revenue, sales, marketing, e-commerce or hotel operations
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want to understand and develop their hotel’s digital business holistically
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want to work in a performance-oriented way and achieve measurable results
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want to specifically expand their know-how in the area of hotel technology and current trends
Employees who want to develop into the next role and take on more responsibility in the business.
Graduation & Diploma
During the course, each module is completed with a performance assessment.
At the end, participants create a practical transfer project with direct relevance to their own company.
The effort amounts to approx. 3–4 working days, spread over a period of 8 weeks.
The course concludes with the certified diploma:
Executive Diploma in Hospitality – Director of E-Commerce (by SHL)
In addition, you will earn the Revenue Management Diploma from ECRME (European Center for Revenue Management Education)
Course costs & subsidies
Regular course fee 2027
CHF 6’490.–
L-GAV subsidy
The course is subsidised by the L-GAV with CHF 2’500.– (for eligible persons in accordance with L-GAV provisions).
Additional discounts
CHF 500.- discount on the course fee is available to:
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Members of Hotel & Gastro Union (HGU)
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SHS Academy customers & course alumni
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Customers of SHS partners
We would be happy to check individually which discounts apply to you or your employees.