Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 6 Diploma in Tourism and Hospitality Management

Contemporary Market Trends and Industry Research

THM601 · Strategic Marketing — Week 5 of 16

CourseTHM601
Week5 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Contemporary Market Trends and Industry Research

  1. Sustainability and eco-tourism trends
  2. Technology adoption and smart tourism
  3. Bleisure and changing travel demographics
  4. Secondary data analysis from industry reports
  5. Secondary Data Explained: The Pros & Cons
  6. Technology Adoption Life Cycle || Strategic Management

What you will be able to do

  • 3.2 Review contemporary market trends in the tourism and hospitality industry.
  • 4.2 Research industry sources to identify contemporary market trends in the tourism and hospitality industry.

Activity

Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: review contemporary market trends in the tourism and hospitality industry.

Study materials

Videos

  • Secondary Data Explained: The Pros & Cons · YouTube · Professor Wolters · 7 min · for registered students
  • Technology Adoption Life Cycle || Strategic Management · YouTube · FST Study · 8 min · for registered students
  • Amadeus and UN Tourism: Travel Insights 2025 and Trends 2026 – Focus on Asia and the Pacific · YouTube · UN Tourism · 55 min · for registered students
  • UN Tourism & Amadeus -Travel Insights & Trends 2026 -Focus on Europe · YouTube · UN Tourism · 61 min · for registered students
  • UN Tourism and Amadeus - Travel Insights and Trends 2026 - Focus on the Americas · YouTube · UN Tourism · 48 min · for registered students
  • Amadeus and UN Tourism: Travel Trends and Insights 2024 - Focus on the Americas (Sep to Dec) · YouTube · UN Tourism · 46 min · for registered students
  • Reimagining Travel: How Data Can Boost the Industry’s Recovery · YouTube · eCornell · 60 min · for registered students

Further resources

  • OECD Tourism Trends and Policies 2024, ch. 1: Tourism Trends and Policies · PDF · Oecd, report; pp. 16–46 · for registered students
  • European Capital of Smart Tourism (EU initiative and best-practice compendia) · Reading · Eu, case study · for registered students
  • Principles of Marketing, ch. 6: Marketing Research and Market Intelligence · PDF · OpenStax, textbook chapter; pp. 211–238 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 4Week 6
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: The Strategic Marketing Concept
  • Week 2: Strategic Marketing Models and Frameworks
  • Week 3: Destination Marketing for Domestic and International Audien…
  • Week 4: Consumer Behaviour and Decision-Making in Tourism
  • Week 5: Contemporary Market Trends and Industry Research
  • Week 6: The Extended Services Marketing Mix in Hospitality
  • Week 7: Social Media Strategies and Digital Engagement
  • Midterm: Midterm evaluation
  • Week 9: New Product and Service Innovation
  • Week 10: Developing Strategic Marketing Plans
  • Week 11: Strategic Marketing Control and Synthesis
  • Week 12: Applying Strategic Marketing in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
Back to the course
Scroll