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Ross McAlpine

Director, Client Services at Vizergy

Ross McAlpineRoss 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 (9)

Is there future for the “new” Thomas Cook?

Venerable brands always have the potential for a renaissance. Of course, success hinges on forgiveness (forgetfulness?) of all those stranded travelers. And the continued focus on "fun in the sun" vacations is a smart way to maintain that differentiation and historical brand promise.

Does Google’s “Zero Click Search” Mark the End of Hotel Paid Search Marketing?

Nothing will mark the end of paid search marketing on Google, quite the contrary, they are doing everything to increase the ad-spend. It will change the way websites are indexed and I think it will affect hotel branding.

Is Personalization in Hospitality Dead or Alive?

Personalisation isn't dead, but its evolution is far from its final form. There are pockets of personalisation occurring today during the customer experience, such as; pre-arrival upselling offers; geo-location and guest segmented pricing strategies, to name a couple of popular trends.

Is OYO Hotels the next WeWork of the hospitality industry?

Despite the many questions about its operating procedures and even its added value, OYO is challenging the stagnant thinking that has characterized hotel chains for nearly a generation.

Why are there so many hospitality technology vendors in our industry? (Part I)

Is there a magic bullet out there for hoteliers? is there some sort of techno-wizard that will in a 'poof' eliminate your need for multiple (often futile) integrations and IT resource back-ups? The answer is NO, and thank goodness! We all know that the hospitality world is desperate for solutions.
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