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HSMAI Adds Certified Hospitality Digital Marketer (CHDM) Program
to Lineup of Certification Offerings

McLean, Va. (Nov. 8, 2012) – The Hospitality Sales and Marketing Association International (HSMAI) today announced its newest certification program, the Certified Hospitality Digital Marketer (CHDM) , which is now available.

The CHDM is HSMAI’s sixth certification program and was designed by HSMAI’s Digital Marketing Council, supported by Signature Worldwide. The Council was initially formed in 2003 as the Travel Internet Marketing special interest group. Today it is comprised of more than 15 individuals whose expertise lies within digital marketing in the hospitality industry. The committee responsible for developing the CHDM program includes:
  • Loren Gray, director of e-commerce, Ocean Properties Ltd.
  • Heny Gabay, vice president of marketing, Wyndham Hotel Group
  • Joe Hyman, president & CEO, VIZERGY
  • Max Starkov, president & CEO, HeBS Digital (Hospitality eBusiness Strategies)
  • Brian Tkac, vice president of sales & marketing, Hostmark Hospitality Group
  • Paolo Torchio, vice president of e-marketing and revenue consulting, Sabre Hospitality Solutions
  • Holly Zoba, senior vice president of hospitality, Signature Worldwide
The CHDM program will be broken down into three sections: Digital Marketing Impact; Strategy and Tactics; and Analytical, Productivity and Management Tools. Topics covered include mobile marketing, Online Travel Agencies (OTAs), public relations, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and social media, among others.

HSMAI saw a need for adding a certification program focused toward those who want to maximize online revenue through lead generation, customer engagement and loyalty, online brand awareness and product exposure, as well as those who desire to become more proficient in the myriad key digital areas as the importance of this field is rapidly growing in the hospitality industry.

“With the ever-changing digital landscape, it is imperative hospitality professionals stay at the forefront of trends to remain relevant in their respective positions,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI is dedicated to presenting unmatched certification programs such as the CHDM to hospitality professionals so they can continue to excel in their fields.”

The program is designed for hospitality sales and marketing and revenue management professionals who are interested in expanding their current role; executives seeking to understand digital marketing; and digital marketers looking to understand the hospitality industry.

Among the hotel companies confirmed to put many of its professionals through the certification program is Best Western International.

“Best Western International is putting 50 of our marketing professionals through the new HSMAI Certified Hospitality Digital Marketer program as a means of affirming their knowledge of digital marketing channels,” said Dorothy Dowling, senior vice president, marketing & sales, Best Western International. “HSMAI’s certifications designate the highest level of expertise in hospitality sales, marketing, and revenue management. We will be proud to have our team carry the CHDM credentials.”

Professionals from these industry leaders will also go through the certification program this year:

BF Saul Company; Cornell University; Destination Hotels & Resorts; Expedia, Inc.; Google; HeBS Digital; Hershey Entertainment and Resorts; Hostmark Hospitality Group; Irving, Texas Convention and Visitors Bureau; Ocean Properties Ltd.; Pocono Mountains Visitors Bureau; Red Roof Inns; Sabre Hospitality Solutions; Signature Worldwide; VFM; VIZERGY; White Lodging; and Wyndham Hotel Group.

For those interested in attaining certification, HSMAI will offer a one day program designed to prepare digital marketing professionals for the Certified Hospitality Digital Marketer (CHDM) certification exam on Wednesday, Jan. 30, 2013, following the HSMAI Digital Marketing Strategy Conference on Jan. 29. Both events will be at the New York Marriott Marquis.

For additional information on CHDM and HSMAI’s other certification programs, visit: or contact Kathy Tindell at: for information on the application process.


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. HSMAI is a global organization of sales and marketing professionals representing all segments of the hospitality industry and is committed to helping hotels and their partners grow their revenue through sales, marketing and revenue optimization. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry as well as connecting its members with customers. Founded in 1927, HSMAI is an individual membership organization comprised of nearly 7,000 members from 35 countries and chapters worldwide. HSMAI's Americas Region, headquartered in McLean, VA, consists of 40 chapters in three countries. HSMAI's European Region, headquartered in London, consists of national chapters in Europe. HSMAI Asia Pacific, headquartered in Singapore, includes chapters in Australia, Southeast Asia, and Greater China. Visit for more information.

Lindsay Stout

Natalie Wilson

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