How Hotel Digital Marketing Can Bridge Gaps in Hotel Commercial Strategy
There continue to be silos in commercial strategy. Let’s dig deeper into how digital marketing needs to function to guarantee a seat at the table. Marketers need to first understand that all their acronyms mean nothing if the hotel isn’t getting its fair share and not taking market share from the competition. Our world is […]
Maximizing Share of Voice and Prioritizing Direct Bookings: A Strategic Guide for Hotels
Share of voice (SOV) is essential for assessing brand visibility and engagement compared to competitors. This metric, (calculated by dividing your brand’s mentions by the total mentions in the market and multiplying by 100), offers insights into your brand’s positioning. By understanding the factors that shape the traveler’s path to purchase, hotels can refine their […]
4 Ways to Maximize the Agency – Hotel Relationship
Strong partnerships between hotels and agencies are crucial for achieving mutual, sustained success. Effective collaboration ensures that both parties can leverage their strengths, streamline communication, and tailor strategies to meet specific needs, ultimately enhancing overall performance and guest satisfaction. Here are several strategies to help evolve partnerships between hotels and agencies for mutual, sustained success: […]
Case Study: Unlocking Unprecedented Growth Through Strategic SEO
Overview An iconic hotel in the heart of Key West, Florida, partnered with Cogwheel Marketing to revitalize its online presence. Facing limited visibility in organic search, we undertook a comprehensive SEO campaign that would transform the hotel’s digital footprint. Despite initial hurdles, including low keyword rankings and minimal referring domains, our strategy led to a […]
Developing a Social Media Plan for your Hotel
Whether you are tasking your in-house team or outsourcing to an agency, resources must be determined to dedicate to social media. This includes resources of both time and money. The size of your hotel and competing market can help you determine how to compete.
How Hotel Sales, Marketing, Revenue Leaders Handle Collaboration
CHARLOTTE, North Carolina — As more and more hotel companies align their sales, marketing and revenue-management teams under the larger umbrella of a “commercial” department, leaders of those three discrete disciplines say it’s vitally important to understand the strengths and weaknesses of people within those roles and how they can best complement each other. Each […]
Navigating Marketing’s Role in Commercial Strategy: Insights from Stephanie Smith
At the recent HSMAI Commercial Strategy Conference, Stephanie Smith, CEO of Cogwheel Marketing & Analytics, delivered a presentation on the intricacies of marketing within the broader commercial strategy. Her goal was to provide a marketing perspective that complements the revenue-focused insights shared by other industry leaders. Her delivery and extensive knowledge offered attendees practical tools to […]
Why Hotels Should Own Their Online Presence
Stephanie Smith, CEO of Cogwheel Marketing & Analytics, partners with The Hotels Network to emphasize the importance of hotels owning their online presence to maximize performance in their #OwnYourWebsite initiative. She explains why hotels should control their websites and social media channels, allowing them to collaborate with the best-suited agencies for specific needs like SEO, […]
How to Optimize for Marriott SEO
When optimizing for search engine optimization on a Marriott brand site, it is important to know the systems and limitations of EPIC, eFast and Brandworks.
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 or points. They directly engage with prospects and clients, transforming opportunities into revenue through […]