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 […]
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 ROAS, I wanted to get the take from my fellow experts on the HSMAI Marketing Advisory Board. […]
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 on her own forever entrepreneurship journey she cultivates a candid and supportive […]
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 you start, but you need to begin. We have compiled a comprehensive list […]
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 journey, where do we, as marketers, start? Understanding the Entire Online Space While we ideally want all guests […]
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 foundational part for understanding their impact on conversion rates and the customer […]
Guide to Setup your Hotel’s Online Presence For Exposure
Your hotel’s digital presence is more than just your website. Studies show that people check between 7 and 35 sites before booking a hotel. Therefore, potential guests need to see you multiple times before your hotel is a part of their consideration set. Your hotel needs both exposure to the right target audience as well […]
To Drive Top Line Revenue, Hotel Sales Must Think Like Marketing
Stephanie Smith from Cogwheel Marketing & Analytics and Trevor Grant from Revenue Hub joined together for a discussion, where they explore how hotel sales and marketing can seem disconnected when looking at how to drive topline revenue. With the continual change in traveller behaviour, and how they go about researching, and subsequently booking their travel, […]