A Hotel Marketer’s Bold Blueprint for Unified Commercial Strategy
Why do commercial strategy silos persist? Here's a perspective from a marketer, undoubtedly biased but fueled by a desire for unity and efficiency. Constructing a Champion Football Team Imagine if sales were the offense, the unit charging forward to score goals...
Evolving Past ROAS as the Primary Marketing KPI
Stephanie Smith, CEO and Digital Matriarch, Cogwheel Marketing & Analytics, HSMAI Marketing Advisory Board Member Traditionally, Return On Ad Spend (ROAS) has dominated as the primary metric for evaluating the success of marketing initiatives. As we evolve past...
The Travel Leader Podcast: Growing Self-Awareness with Stephanie Smith
On the latest episode of The Travel Leader Podcast Rachel Vandenberg asked about Stephanie’s story which is one of self-reflection, growth and pushing boundaries. Stephanie learned from her early hotel career experience what kind of leader she did not want to be. Now...
Hospitality Organizations and Resources for Diversity, Equity & Inclusion
Previously, we published the Diversity, Equity, and Inclusion Defined article by Gissell Moronta, which gave you an understanding of the terminology and why DEI is important. The next step in learning more about DEI is to get involved. It doesn’t matter where...
Create Your Hotel Digital Marketing Strategy Before Jumping Into Tactics
Owners and operators know the importance of online presence, however, they don't always know how to efficiently and effectively impact revenue-generating change. Guests in the pre-booking phase, either transient or group, have so many touchpoints throughout their...
Are Sub-Optimal Reviews Sabotaging Your Hotel Marketing ROI?
Adele Gutman and Stephanie Smith on Get Great Reviews podcast discuss how your hotel reviews can either work to improve your ROI or sabotage it. Stephanie introduces a 30-point checklist audit to assess a hotel's total online presence, where reviews are considered a...