HSMAI Europe’s Digital Expert LAB

Welcome to HSMAI Europe’s Digital Expert LAB, an eLearning program, available to everyone.

Currently working in a management role within hotel distribution and/or marketing? Taught by leading industry figureheads, HSMAI Europe’s Digital Expert LAB courses will help upskill and develop your digital knowledge, enabling you to draw out new digital insights and make strategy driven decisions that benefit your company.

How does it work?

  • Online learning gives you unlimited opportunities to expand your world
  • Flexible, self-paced eLearning that fits around you, 24/7
  • Each chapter exists of multiple video’s, of on average 7 minutes each, within the online learning environment – totalling up to ca. 45 minutes per topic.

Get started

Getting started with HSMAI Europe’s Digital Expert LAB courses is easy. Simply click the button below to be directed to our partner, eHotelier.com, who are hosting all courses.

Industry feedback…

  • "We all know how to greet the guest warmly, provide a great experience and serve wonderful food.  Unfortunately, for the modern Hotelier this is not enough. HSMAI Europe’s Digital Expert LAB teaches how to professionally run, sell and market your hotel in the age of iPhones, Netflix and Uber"

    Nils Korsvoll VP Distribution, Nordic Choice Hotels
  • "HSMAI Europe’s Digital Expert LAB is a unique initiative that provides a one stop shop for our industry to access a wealth of knowledge, delivered by industry experts and thought leaders, with a multi-channel, customer focused and commercially minded approach"

    Suzie Thompson VP - Marketing, Distribution & Revenue Management, Red Carnation Hotels

Why should you complete HSMAI Europe’s Digital Expert LAB?

  • Inspiration – Digital is big business, and it’s only going to get bigger! We need the right skills to maximise all of the opportunities that digital offers today
  • Together – HSMAI Region Europe wants to help bridge the gap between rapid digital developments and a need for in-house digital knowledge
  • Learn, Share & Create – Industry leaders and experts share their experience and provide hands-on advice to help you to identify and create new digital opportunities

What can I study?

There are times when you may wish to specialise in a whole subject area, and there are times where you may prefer to gain critical knowledge of individual concepts within a subject area. HSMAI Europe’s Digital Expert LAB will help you focus your learning on distinct topics, to provide you with specific expertise around the topics of Digital Marketing & Distribution.

HSMAI Europe’s Digital Expert LAB consists of a combination of niche courses that have been specially designed to help you:

  • Broaden your digital skillset
  • Increase your understanding of a particular subject

The digital insights and skills you gain, could set you apart from the rest!

The Road Towards a Customer-Centric Company

Nina Nieminen, Director Revenue Management & Distribution, Sokos Hotels

Learn about Digital Transformation and transitioning from a department-oriented organization into a customer, KPI focused transversal team.

Data Driven Digital Marketing

Dan Fernandez, Sr Director of Digital Strategy, Cendyn

Michael Bennett, Sr VP Global Marketing & Business Development, Cendyn

Gain an in-depth understanding how to use data to enhance your digital marketing efforts and personalize the guest experience.

Adapting to the Changing Hospitality Consumer Journey

Siri Børsum, Leader of Digital Transformation

Nick Norton, Platform Sales Manager, DoubleClick 

Torje Ingebretsen, Measurement & Attribution Lead from Google

Be inspired in this future outlook how upcoming technology developments can be used in an environment of fast evolving guest expectations.

AI within Digital Marketing

Frank Reeves, co-founder & CEO, Avvio



How will Artificial Intelligence change the hospitality industry? Learn about the impact and role of AI on the direct booking conversion.

Web Development Brings the Pieces Together

Amro Khoudeir, Director of Digital & Distribution

Laura Farrant, User Experience Consultant

Aleksandra Wozniak, Digital Content & Web Development Manager of Moevenpick Hotels & Resorts

Learn about the web development lifecycle, what to focus on to successfully start, manage and complete a web development project.

Global Scalability

Christian Becker, Group Head North EU, Tripadvisor


Receive some hands-on tips on key-decision drivers, based on user generated content, that present travelers use to make a purchase decision.

Digital Expert LAB – Disclaimer

The content of the Digital Expert LAB video’s was correct at the time of recording and was based upon the latest (product and/or service) developments. Kindly consult your local contact or any other representatives of the respective organisation, for recent updates.

HSMAI Region Europe and its partners reserve the right to revise, review or withdraw any of the content, at any time, without prior notice, including (but not limited to) courses and fees.

HSMAI Region Europe disclaims liability for loss or damage of whatever nature an extent, resulting directly or indirectly from any use of the information made available within the Digital Expert LAB program.

If you need any HSMAI related help, please contact us at postbox@hsmai.eu

Contact Us

Send us an email for any queries you have about HSMAI Europe and we'll get back to you, asap.

Not readable? Change text. captcha txt

Start typing and press Enter to search