Behind every successful Vizergy solution is a team of innovators, strategists, and creatives who live and breathe hospitality. The Vizergy Interview Series brings their expertise forward with conversations that explore SEO, paid media, web design, analytics, and the evolving impact of AI on hotel marketing.
In this episode, we sit down with Client Services Account Executive Josh McKilligan to discuss what makes hotel–agency partnerships truly effective, how strategic alignment drives results, and how AI is reshaping marketing analytics.
q1. what makes your best partnerships truly effective?
- Strategic alignment is the foundation of strong hotel–agency relationships. The best partnerships treat Vizergy as an extension of the property’s commercial strategy team.
- Regular cross-department strategy meetings help align performance across rooms, weddings, F&B, golf, and more.
- Misalignment often starts internally when revenue and marketing teams operate separately.
- A campaign with strong ROAS may still fail to support true business needs if it doesn’t address low-occupancy periods.
- Using historical booking windows and first-party PMS data helps reverse-engineer smarter targeting strategies.
- OTA inventory issues can distort campaign performance if room availability isn’t aligned with marketing efforts.
q2. how can a hotel–agency partnership help drive that alignment?
- Keeping more digital services under one roof creates efficiency and cohesion.
- Hotels using Vizergy for paid media, SEO, website design, and booking engine benefit from a unified strategy.
- Account Managers act as liaisons across departments to ensure commercial strategy updates are consistently implemented.
- Fragmenting services across multiple vendors often leads to siloed strategies, inconsistent analytics, and diluted attribution.
- Oversight across channels improves content continuity, strengthens data reliability, and supports smarter, aligned operations.
q3. with AI reshaping the landscape, what are you seeing from a marketing analytics standpoint during partner strategy discussions?
- AI is shifting guest behavior into a “zero-click” environment where guests get answers without visiting hotel websites.
- This affects traffic volume, attribution models, and performance interpretation.
- Strategy discussions now include traffic analysis based on intent — informational vs. transactional.
- Decreases in certain traffic types may reflect AI information delivery, not poor campaign performance.
- Guests are making decisions at new points in the funnel, which adds complexity but also creates opportunity.
- Correctly interpreting AI-influenced changes helps optimize more effectively and avoid misreading the data.
q4. what key takeaways do you consistently share with hotel partners?
- Keep content fresh, consistent, and aligned with the types of questions AI tools surface.
- Use alt text strategically so chatbots and LLMs can understand and surface your content.
- Efficiency matters — automation tools in Vizergy’s platform allow for fast creation of landing pages, blogs, and event pages with schema built in.
- Every data set tells a story; it’s essential to find it and use it to guide decisions.
- Don’t attempt to tackle every initiative at once; prioritize, execute well, and build from there.
- Lean on the Vizergy team for support and perspective.
Ready to strengthen your hotel’s digital strategy?
If you want deeper insights, clearer alignment, and smarter decision-making powered by real data and modern AI, our account team is here to help.
Missed an episode?
Episode 1: Hotel SEO in the Age of AI with Trish Leighton
Episode 2: 5 Questions on Hotel Web Design with Jeremiah Mathews
