Director of E-Commerce Course
Executive Diploma in the Tourism Industry
Digital marketing for a hotel today is more than just beautiful images and a good gut feeling: it’s about measurable performance, strategic pricing, the right technology landscape, and ensuring that marketing and sales function as a holistic system. This is exactly where the Director of E-Commerce course comes in.
This innovative course combines Revenue & Yield Management, Digital Marketing, and Hotel Technology into a practical, comprehensive skills package. You will learn how to coordinate offer, price, distribution, and communication so that revenue, occupancy, and direct bookings sustainably increase – and you make the right decisions in your operation based on data.
A central element is the exchange between participants: you benefit from the experience of other businesses, discuss real cases, and develop solutions that work in everyday practice. The course is complemented by input lectures from industry experts (including on AI, Payment, Performance Marketing, and Hotel Technology) as well as additional webinars from selected partners on course-relevant topics.
Course registration via the Hotel & Gastro Union
Registration deadline for the 2026 course: 20.02.2026
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
-
Pricing logics, demand understanding and market positioning
-
Strategic pricing and revenue levers (rate structure, restrictions, forecasting)
-
Channel mix and sales management for sustainable revenue growth
-
Key figures, reports and decision-making foundations for daily operations
-
Introduction to behavioural economics & decision-making
- Total Revenue Management - application for other profit centres
Digital Marketing & Performance
-
Strategy, target groups, customer journey and content planning
-
Performance marketing (e.g. campaign logic, attribution, optimisation)
- Social media marketing
-
Website/conversion thinking and direct booking promotion
Hotel Technology & Tech Stack
-
Understanding the hotel technology landscape: PMS, CRS, RMS, channel manager, IBE, CRM, payment
-
How systems interact (interfaces, data flows, processes)
-
Building a future-proof hotel tech stack: criteria, selection, implementation logic
-
Technology as a basis for performance, efficiency and scalability
AI & Trends (practical inputs)
-
AI in marketing: efficient content creation, idea generation, workflows, quality assurance
-
Current developments and best practices from the industry
Practical Inputs & Partner Webinars
-
Input presentations from practitioners on: AI, payment, performance marketing, hotel technology
-
Additional webinars from selected partners on course-relevant topics (current, concise, implementation-oriented)
Teaching
-
16 teaching days
-
50% online and 50% on-site in selected seminar hotels
-
Limited number of participants (max. 20) for personal exchange and individual support
-
Practice-oriented learning with direct transfer to professional everyday life
-
Strong focus on interaction, discussion and exchange between participants
Target Audience
The course is aimed at specialists and managers in the hotel industry with at least 2 years of professional experience who:
-
Take on responsibility or interface functions in Revenue, Sales, Marketing, E-Commerce or Hotel Operations
-
Want to understand and further develop the digital business of their hotel holistically
-
Work performance-oriented and want to achieve measurable results
-
Want to specifically expand their know-how in the field of hotel technology and current trends
Employees who want to develop into the next role and take on more responsibility within the company.
Degree & Diploma
Each module is completed with a performance record during the course.
At the end, participants produce a practice-oriented transfer project directly related 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)
Course Fees & Subsidies
Regular Course Price 2027
CHF 6’600.–
L-GAV Subsidy
The course is subsidised by L-GAV with CHF 2’500.– (for eligible persons according to L-GAV regulations).
Additional Discounts
10% discount on the course price is granted to:
-
Members of the Hotel & Gastro Union (HGU)
-
SHS Academy customers & course alumni
-
Customers of SHS partners
We are happy to individually check which discounts apply to you or your employees.