Demystifying The Google Machine

A recent study found that over 90% of peoples' online experiences begin on a search engine, and Google has over a 90% share of the search engine market. Suffice to say that Google is an extremely important part of any hotel's marketing strategy.    


Google is constantly changing their approach and the names of its programs, and it can be very confusing. This session attempts to demystify "The Google Machine."  We will review SEO vs. SEM,  the latest algorithm updates, zero-click search, Google My Business (GMB), meta-search, Google Ads (formerly ad words), Property Promotion Ads (PPA) and more.  


Even if you are not responsible for marketing, this session will help you learn how google works and how hotels can utilize and optimize on Google.

Event Sponsors

Dan Wacksman, CDHM, CHBA
Principal - Sassato, LLC

With over 20years of senior-level experience in hotel marketing and travel distribution,Dan Wacksman recently launched a new company, Sassato, to help hotels andtravel-related businesses improve their performance in marketing, distribution,technology, and implementations.  Prior to this, Dan was Senior VicePresident of Marketing and Distribution for Outrigger Hotels and Resorts, wherehe oversaw marketing, digital, loyalty/CRM, contact center operations, OTArelationships, and overall distribution strategy. Previous roles include;Managing Director for GTA China and Regional Director for GTA Asia, where hehad overall responsibility for offices throughout the region. General Managerof, an Online Travel Agency based in Beijing and Director ofStrategic Development for Travelport, where he was involved in acquisitions andstrategic initiatives. Dan is the co-creator and instructor of the popularHotel Digital Marketing Essentials online course and also teaches a digitalmarketing class at the University of Hawaii.  Dan currently serves as thechair for the HSMAI Marketing Advisory Board and was recently recognizedby HSMAI Dan as one of the Top 25 Extraordinary Minds in HospitalitySales, Marketing, and Revenue Optimization

August 19, 2020
3:00 pm
4:00 pm
Zoom Meeting
Early Bird