Maurizio Testa
The new seminar

"Password: dis-intermediation"

Not lectures but rather a meeting full of practical guidelines, presented with the proper academic structure; this is the unique result derived from the union of the everyday experience of a boutique hotel, a case study of a high quality SME, and in-depth knowledge of marketing for the tourism and hotel sector. This is the extraordinary proposal that Maurizio Testa has developed into a new way of communicating, in step with the times without losing the identity of the SMEs, through the opportunities of dis-intermediation. Dis-intermediation in tourism, means the creation of a direct relationship between the hospitality supplier and the customer which bypasses all other forms of intermediation (from travel agents to tour operators, to large on-line reservation systems such as Expedia, Booking.com , etc ...) and eliminates the additional cost of commission for their services. Each lesson covers the various instruments available to a manager or an entrepreneur for achieving dis-intermediation: the Internet, the press office, tourist guides, viral marketing, social networks, and others, and how to become a "broker for dis-intermediation", how to use booking engines, vertical portals, the hotel's website and other online tools to increase direct hotel bookings, render hotel SMEs independent and enable them to create a brand reputation that reflects the nature of the hotel.