Author
Author

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 (5)

Is our industry lagging behind due to a lack of proper education?

Hospitality HR experts estimate there are 100,000 open IT and digital marketing positions in hospitality in North America alone. This labor shortage and lack of adequate investments jeopardize the introduction of the latest technology applications and best practices, curbs new implementations and stifles technology innovations in the industry.

What to expect with Google's new positioning in travel?

Launched earlier in May, Google Trips puts merges flights, hotels, packages, home-rentals, car rentals, ridesharing, cruises, and experiences search in one single, übermensch ecosystem, combining the Google Trips app, Google Flights, and Google Hotels under one landing page.

Is Rate Leakage a problem for hotels?

Wholesalers who have negotiated discounted rates with the hotel under the pretext of needing wholesale rates to bundle with air or local activities, etc. into packages, and then leak the discounted rates "naked" online-primarily via the OTAs or their initiatives like Booking.

Are brands becoming relevant again?

Traditionally hotel brands largest added value has been distribution. A hotel got branded and was quite rapidly connected to a massive flow of reservations, on all the channels that existed. It helped guests search, travel agents book and hotels get filled.

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