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 

Pricing:

Academic:
Member – $395
Non Member – $520

DMO:
Member – $495
Non-Member – $620

Vendor:
Member – $595
Non- Member – $720

Registration: 

The next offering will be held at the CenStates Chapter conference in Wichita, Kansas on September 18, 2019.
Register HERE.

FAQ:

Who is the target audience?
Anyone responsible for oversight of or conducting travel related market research, travel industry tracking, or DMO accountability measurement. In this class, we tend to focus on management and marketing decisions and the research that delivers the needed information. We also explore design and management of the research function.

Should someone at a research firm attend?
If the research firm has travel industry clients (and especially less experienced staff in travel research) they would find this class of use. Your instructors have managed multi million dollar travel industry related research programs and will offer many insights.

Should someone from academia attend?
This class helps fill the gaps that you don’t get in a traditional academic setting.  It is a also a good fit for those with on-the-job or “different track” training with insights on how our field came to be and the challenges we’ve overcome to get us where we are.

Is it a true 100 class (for beginners only) or is it appropriate for someone with experience?
In this class, we cover both theory and practice. The class is appropriate for both early-career and experienced researchers. Experienced researchers may be unfamiliar with specific issues for travel measurement or may have good experience in practice without the underlying theory/reasons why some research is done a certain way. Experienced researchers have attended before and commented they both learned reasons why certain research was conducted a certain way or said they now saw different elements of research and measurement in a different applied light.

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.