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Ross McAlpine

Vice President, Client Services at Vizergy

Ross McAlpine

Ross leads the Vizergy client services department, working with the account teams on client strategy and digital marketing best practice. Ross is responsible for developing the account team's skills and knowledge across all areas of digital marketing and is also responsible for Vizergy's business growth via client retention and strategic partnerships with the major hospitality brands. Originally from Scotland, Ross joined Vizergy in 2013 from the UK's largest hotel management company where he was responsible for marketing a portfolio of branded and independent hotels. He has over 10 years of digital marketing experience and is a Certified Hospitality Digital Marketer.

Insights by Ross McAlpine (13)

Is hotel metasearch a distribution or advertising channel?

Metasearch certainly sits in the grey area between marketing and revenue management. It is one of our fastest growing media channels, not surprising when you consider how influential it has become as a major source of reservations in the last few years.

Working with OTAs: The Indirect Distribution Dilemma

I read a summary of the study and it is interesting academic research but we should be careful drawing conclusions for the US market based on a study of Belgian hotels using Booking.

How to generate more core and non-core ancillary revenues for your hotel?

Be present at all stages of the consumer buying journey – having a clear strategy for upselling beyond the initial room stay is crucial to success. It should be defined at each stage of the consumer buying journey from the guest's initial research phase, all the way through the booking process and continuing to arrival and during the guest stay.

Google is phasing out third-party cookies... Will it impact hotel marketing?

I've seen the website cookie described as “perhaps the Web's biggest mistake” so it's not surprising that Google called time on third party cookies that had already been banned in other more privacy-focused browsers.

Is there future for the “new” Thomas Cook?

Growing up in Scotland I have fond memories of going into the local Thomas Cook store as a kid. The travel agents in the store knew each family, their vacation preferences and would be trusted to book the annual summer vacation, most often to the Spanish Islands or somewhere in Greece.
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