Cornell Webinar: Effective Digital Marketing During COVID-19: What Hospitality Managers Need To Know
COVID-19’s impact on the hospitality industry has been enormous but it hasn’t been universal. Individual hospitality properties are being affected in complex and evolving ways, with some weathering the storm more successfully than others. As infection rates fluctuate from week to week and region to region, hospitality managers need to be ready to pivot at a moment’s notice. But developing flexible marketing strategies to meet the current realities of the situation is not enough; effective evaluation mechanisms also need to be in place in order to determine what is working and what is not. In this session, digital marketing experts will discuss what hospitality managers must do throughout the remainder of the pandemic, how digital marketing agencies and staff can communicate their plans, and how managers can evaluate the effectiveness of digital marketing strategies throughout the various phases of pandemic response. Speakers include: Bill Carrol, Hotel School of Hotel Administration Stephanie Smith, Founder and Digital Matriarch, Cogwheel Marketing James Siebold, Consultant Max Starkov, Hospitality Tech Consultant and Strategist, NextGuest

Max Starkov
Max Starkov is a hospitality and online travel industry technologist, consultant and digital strategist with 20 plus years of experience in hospitality technology and digital marketing, hotel online distribution and revenue management, OTA channel management, hotel CRM and branding strategies. Until recently, Max was the Founder, President & CEO and more recently, Founder and Board Director at NextGuest (formerly HEBS Digital) in New York City, the hospitality industry’s leading digital consulting, technology, CRM and marketing firm with 150 employees and offices in North America, Europe and Asia Pacific.
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Bill Carroll, PhD
Bill Carroll is actively engaged with hotel ownership groups, intermediaries and start ups in the areas of digital media management, pricing, and marketing. He is capable of taking a holistic view of marketing, pricing, distribution and revenue management for hospitality related firms. He helps clients chart a successful courses of action through improved strategic focus, organizational change and systems solutions choices.
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