Tourism is one of the most competitive sectors on search engines. Hotels, travel agencies, tourism boards, destinations, comparison sites, booking platforms, specialized blogs... all seek to capture travelers’ attention at the same time: when they’re researching, comparing, planning, or booking.In this context, SEO plays an essential role. It allows tourism stakeholders to be visible at the right time, for the right search queries, with the right content. But SEO applied to tourism has its own unique characteristics. It’s not just about “ranking well on Google,” but about understanding travelers’ search intent, seasonality, local competition, and the often lengthy decision-making process.
The job market is evolving at an impressive pace. Artificial intelligence, automation, cybersecurity, the green transition, and digital transformation: companies today are looking for candidates who can understand these changes and, above all, adapt to them quickly. In this context, training programs are evolving as well. The most sought-after programs are no longer just those that provide theoretical knowledge, but those that enable students to develop practical skills directly applicable in the workplace. By 2026, certain training programs will clearly stand out for their employability potential, their strategic value, and their ability to meet the evolving needs of organizations. Here are the key trends to watch.
Crews recently partnered with the marketing teams at Walibi RhĂ´ne-Alpes to deliver a professional training program focused on artificial intelligence and automation. In an industry where visitor experience, communication, and responsiveness have become essential, this training had a clear objective: to help the teams better understand how AI can serve as a powerful driver of marketing and operational performance.
The sports industry is evolving rapidly. Driven by new technologies, changing consumer habits, and shifting expectations among athletes, the sector is undergoing a profound transformation. By 2026, sports will no longer be limited to performance or competition alone. It will become more connected, more experiential, more hybrid, and more focused on overall well-being. So what are the major trends that will shape sports in 2026? Here are the developments to watch closely.
Crews supported the teams at the City of Carouge, Switzerland, through an In-person professional training program In-person on regional marketing. The training had a clear objective: to help employees better understand the challenges of promoting a region and to develop a coherent, appealing, and distinctive communication strategy.
Automation is fundamentally transforming the hospitality industry. Faced with increasingly demanding guests and staff who are often under pressure, hotels must find ways to streamline their operations while maintaining a high level of service. But automation doesn’t mean turning everything into robots. The challenge lies elsewhere: gaining efficiency without dehumanizing the experience. So what are the best practices for intelligently integrating automation into a hotel?
Crews partnered with the Louvre Hotels Group—a major player in the international hotel industry—to deliver a training program focused on artificial intelligence in the hospitality sector. The goal of this training was clear: to help employees better understand the challenges of AI and, above all, to identify practical applications for optimizing their operations, communications, and the customer experience.
Travel less, but better. Take your time, rather than just ticking boxes. In recent years, a new way of traveling has emerged: slow tourism. In the face of mass tourism and increasingly fast-paced lifestyles, this approach is attracting more and more travelers seeking meaning, authenticity, and respect for the environment. But what exactly is slow tourism? And why is it emerging as a major trend in the industry?
For years, digital visibility has been dominated by a simple principle: appearing on Google. SEO was the cornerstone of any acquisition strategy. But this model is now undergoing a profound transformation. User habits are changing, platforms are multiplying, and, above all, artificial intelligence is transforming the way users access information. In this context, a new approach is emerging: Global Search Optimization (GSO). More than just a trend, GSO represents a structural shift in digital visibility.
The hospitality industry is undergoing a quiet but profound transformation. Whereas just a few years ago, success depended mainly on location, service quality, and reputation, today it also depends on the ability to leverage the right digital tools. By 2026, a successful hotel will, above all, be one that is technologically well-structured. Tools are no longer just there to “help”; they have become essential for managing operations, improving the customer experience, and optimizing revenue. But with so many solutions available, a question arises: which tools are truly indispensable, and how can they be used effectively?
Crews provided support to the teams at Swissquote, an online bank and major player in the European fintech sector, as part of a training program focused on GEO (Generative Engine Optimization). This session was designed to address the specific challenges faced by a financial institution operating in a constantly evolving digital environment, where visibility is no longer determined solely by Google.
At Crews, teaching is grounded in practical experience. For Master students, the Audit Project marks a key milestone in their professional development: their first opportunity to step into the role of a consultant and tackle real-world challenges in the tourism industry.
Generative artificial intelligence has emerged as an indispensable tool for businesses and digital professionals. Among the most powerful tools on the market, Claude—developed by Anthropic—stands out for its ability to process complex content, organize ideas, and generate reliable responses. Designed with responsible AI in mind, Claude is part of a new generation of intelligent assistants capable of going far beyond simple text generation. But what exactly are its features, practical applications, and use cases?
Crews facilitated a training session on CRO (Conversion Rate Optimization) for two employees of Netatmo in Boulogne-Billancourt. Held over four half-days in In-person, the session provided an in-depth exploration of strategies for optimizing user journeys and improving digital performance.
Crews provided training to nine employees of the travel agency Passion Aventure Junior on the use of artificial intelligence in the tourism industry.
Crews provided training on GEO (Generative Engine Optimization) to three employees of the luxury rental agency Unique Homestays. Spanning four half-days and conducted entirely in English, this session was designed to address the challenges faced by a company operating across the entire UK market.
Crews provided training on GEO (Generative Engine Optimization) to nine employees of the CMI France media group. Spread over four half-days, the session had a clear objective: to enable the teams to anticipate the major changes brought about by generative AI and new conversational engines.
With the boom in online commerce, the role of E-commerce Manager has become strategic for brands looking to grow their digital business. At the intersection of marketing, sales, data, and logistics, this role is attracting an increasing number of professionals looking to change careers or specialize. Responsibilities, skills, training, salaries… here’s everything you need to know about this digital career in 2026.
37 employees of the Portugal-based Bomporto Hotels group took part in a groundbreaking professional training program led by Crews, focusing on a strategic topic for their industry: artificial intelligence in the hospitality sector.
Crews led a professional training session in Bayonne, at the Le Bayonne hotel, for the teams at Belha Collection, a hotel operator committed to innovation and enhancing its employees’ skills. The goal? To provide them with a practical foundation in generative artificial intelligence as it applies to the hospitality industry: tools, best practices, use cases… It was a fast-paced and intense day, rich in discussion and new insights.
With the job market in flux, many professionals are considering a career shift toward the digital sector. This dynamic industry is hiring across all fields: marketing, data, automation, product, content, user experience, and more. But how can you successfully make this—sometimes drastic—transition to a career with a promising future? Whether it’s taking a training course, rethinking your skills, or making yourself visible, we’ve got all the answers.
Every year, the luxury sector attracts many professionals seeking meaning, creativity, and excellence. But how can you successfully transition into the luxury industry when you come from a completely different field? What careers are available, what training programs are suitable, and what skills are in demand? This guide provides an overview of current trends and best practices for entering this demanding yet exciting world.
AI-generated content continues to grow on the internet. Yet few people truly know how to optimize their visibility in a world driven by AI engines like ChatGPT, Perplexity, and Google SGE. This is where GEO (Generative Engine Optimization) becomes an indispensable tool. Still relatively unknown, this new strategic lever requires the use of the right tools. Here is a selection of the best GEO tools in 2026 to maximize your exposure in AI search results.
The hospitality industry is constantly evolving in the face of a changing landscape: shifting customer expectations, the environmental transition, the digital revolution, the rise of hybrid work... In 2026, hospitality trends reveal an industry that is adapting, innovating, and investing in people as much as in technology. These trends do not apply only to large international chains; they also affect independent establishments, luxury players, and new hybrid concepts.
The luxury sector, historically focused on exclusivity, artisanal quality, and high-end experiences, is currently undergoing a major transformation. By 2026, luxury trends point to an industry that blends tradition with innovation, demands strong commitments to sustainability, and reimagines the customer experience in the digital age. Here are the key trends to watch.
In 2026, the digital landscape continues to evolve as technologies, usage patterns, and expectations accelerate. Businesses, travelers, consumers, and professionals find themselves at the center of a structural shift, where artificial intelligence, automation, no-code, immersive platforms, and personalization are redefining the digital landscape of 2025. Here are the key digital trends to watch to stay competitive and relevant.
At Crews, every educational project is an opportunity to expose students to real-world challenges. For the TB3P2026 class, the goal of the Acquisition project was clear: to learn how to generate qualified traffic on a real website. It was a hands-on immersion into the world of organic search engine optimization (SEO) and paid search engine advertising (SEA), through a professional project carried out with method, strategy, and creativity.
This year, Crews reached a milestone. Our second-year Master & Tourism Master students Tourism tasked with carrying out an entrepreneurial project from start to finish, serving as the central focus of their second year of study. The stakes were high: they had to come up with an original idea, develop it over the course of 11 months, apply practical professional skills, and then present it to a jury as a true project leader.
As part of their Digital & Tourism Bachelor’s program, students in the TB3P2026 class took on a challenge that was both artistic and professional: to produce a comprehensive photo essay on a local tourist attraction or venue.
As part of their Sales and Marketing Manager certification program, students in the M1P2027 cohort gained valuable professional experience through a simulated bidding process sponsored by the Selectour Group, France’s leading network of independent travel agencies.
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