Industry Education

The Travel and Tourism Research Association (TTRA) DMO Travel and Tourism Research 100 course is for both experienced destination researchers and those early in their destination research careers, as well as general managers with research responsibilities. This course will explore the fundamentals of research design, conducting or contracting research to support all the planning, marketing, advocacy, and management decisions for a typical Destination Management or Marketing Organization (DMO). 

The course covers the following seven modules:

1.  DMO Research Introduction
2.  DMO Research – Concepts and Measures
3.  Business Planning Cycles
4.  Research to Support DMO Decisions
5.  DMO Research – Economic Impact Analysis
6.  DMO Marketing Research – Key Decisions and Tools
7.  DMO Accountability Research Methods

Trainers:

Scott M. Meis, DMO Research Director (RTD), Consultant and Trainer 
Ed McWilliams, President, Reach Market Planning LLC 

Registration: 

Please stay tuned for dates/locations for future course offerings.

PLEASE NOTE: TTRA DOES NOT OFFER THESE COURSES.  THEY ARE OFFERED BY STR AND AHLEI. 
For more information about the CHIA Certification, contact sharecenter@str.com.

Get Your Certification in Hotel Industry Analytics (CHIA)

The only industry certification focused on analyzing data through experiential learning

Jointly offered by STR and AHLEI, and endorsed by the Institute of Hospitality, the CHIA has been awarded to over 10,000 students, professors and industry professionals globally.

The CHIA curriculum and designation certify: 

• A working knowledge of industry metrics, definitions, formulas and methodologies
• Proficiency in analyzing hotel industry data
• Proven ability to “do the math” and interpret the results
• Comprehensive understanding of benchmarking and performance reports

During training, these CHIA content areas will be reviewed:

• Hotel Industry Analytical Foundations
• Hotel Math Fundamentals (the metrics used by the hotel industry)
• Property Level Benchmarking
• Hotel Industry Performance Report

Training Materials & Exam:

All materials and a workshop agenda will be sent to attendees in advance.  Please bring these materials to the session, either via laptop or hard copy.  Training will be presented in English. After the session you may take the certification exam online.  Upon successful completion (score of 70% or higher), you will receive a certificate and may use the CHIA designation – an industry recognized seal of approval – on your business cards and resume.

Registration for Professors/Instructors:

The workshop and certification is free to faculty of STR SHARE Center member schools.  If your school is not a member of the STR SHARE Center, there is a brief enrollment form to complete for a complimentary trial membership.

Register by emailing sharecenter@str.com

Registration for Students:

The workshop is USD$150, which includes the certification.  Prior arrangements must be made with a qualified faculty member at your school to proctor the exam following the workshop.

Register by emailing chia@ahlei.org

Workshops:

For a list of upcoming workshops, please check the Event Calendar.