WebCanada stood as a prominent figure in the hospitality sector on a worldwide scale, offering cutting-edge digital solutions to hotels globally. Their portfolio encompassed a range of responsive web and mobile products, tailored subscription services, and custom digital offerings. These innovative properties and services catered to the needs of millions of users on a daily basis. WebCanada proudly collaborated with esteemed names in the hotel industry, boasting partnerships with renowned brands such as Sheraton, Shangri-La, Marriott, Le Meridien, St. Regis, Westin, W, Carlson-Rezidor, Aloft, Four Points, Hampton Inns, Design Hotels, and more.

The Need for a Marketing Director

I joined WebCanada as a Marketing Director on May 1st, 2017 and reported directly to John McAuliffe, President of WebCanada. Before joining, WebCanada had lost a significant amount of business as their largest customer was acquired by a global multi-national whose digital needs did not align with the solutions provided. 

My main responsibility was to advance WebCanada’s brand identity, broaden their solution awareness, and generate sales qualified leads for the Sales team. Given that WebCanada had never previously employed a marketing professional, this presented a unique and thrilling opportunity for me to spearhead the company’s brand and business development, establish processes, and ultimately build a team and foster a vibrant company culture.

Publishing The Definitive Guide to Hotel Digital Marketing

To elevate WebCanada’s brand recognition and establish it as a leading tech vendor in the hospitality sector, I recognized the need to market something distinctive and insightful. Identifying a demand for comprehensive guidance in hotel digital marketing amidst the industry’s significant changes and digital marketing advancements, I collaborated with Cendyn to create The Definitive Guide to Hotel Digital Marketing. This guide featured insights from seasoned hospitality marketers worldwide, positioning it as a resource crafted by experts with firsthand experience.

The guide was published on September 14, 2017, and was promoted via social media and email marketing channels. Additionally, I engaged the featured hotel marketing experts to share the guide within their networks. Offering an incentive, hotel marketers were encouraged to download the guide and join our mastermind community on LinkedIn, facilitating collaboration and knowledge-sharing among industry peers.

Gaining Widespread Recognition

The guide swiftly gained widespread recognition and sparked considerable buzz within the hospitality industry. Its success was evident through various metrics, including 70% increase in website traffic, 20% contribution to the sales pipeline, extensive social media engagement, and positive feedback from industry experts. The guide’s comprehensive and insightful content, positioned it as an authoritative resource for navigating the complexities of digital marketing in the hotel sector. Its impact extended beyond mere downloads, as it fostered meaningful connections and discussions among hotel marketing professionals. Additionally, the guide’s promotion led to increased visibility for WebCanada as a leading tech vendor in the hospitality sector, reinforcing its reputation as an innovative and trusted partner for hotel brands seeking to excel in digital marketing strategies.  

Below are some images of the guide and campaign material:

The Need for Change

Recognizing the risks associated with over-reliance on a single customer, WebCanada embarked on a transformational journey to diversify its client base. Formerly recognized primarily as a CMS solution provider within the hospitality sector, WebCanada operated on a legacy monolithic stack (LAMP). To ensure continued relevance and competitiveness, the company had to undergo a modernization process, enabling API integration for accelerated development, implementation, and ongoing support. This evolution would also herald the emergence of a new sub-category, positioning WebCanada as the industry trailblazer with a Digital Experience Management (DEM) solution.

Three months after the publication of the guide, company leadership initiated a rebranding effort, culminating in the adoption of the name Achiga. This strategic move aimed to underscore Achiga’s leadership position in DEM solutions tailored for global hospitality brands. With Achiga’s comprehensive DEM solution, hospitality groups could now seamlessly deliver outstanding digital experiences across the entire spectrum of the consumer’s omnichannel journey. This encompassed various touchpoints such as hotel websites, landing pages, mobile apps, call centers, kiosks, and digital signage, solidifying Achiga’s standing as a frontrunner in the industry.

The rebrand included the launch of a new logo, brand positioning and website, which replaced webcanada.com and became the new hub of the company’s digital presence and interaction with existing and prospective clients.

Aligning Achiga’s Go-to-Market Strategy with Siriusdecisions Demand Types

To effectively engage and convert prospects, it was crucial to align our go-to-market strategy with SiriusDecisions Demand Types. Different demand types require distinct positioning and differentiation approaches, making selecting the right demand type paramount.

Given that DEM solutions were unprecedented in the hospitality sector, we were creating a New Paradigm demand. This demand type aims to shift how a known problem is addressed by persuading buyers that their current solution isn’t optimal. My goal was to convince hotel marketing leaders that their current CMS solution fell short in an omni-channel environment and that adopting a DEM solution offered superior benefits outweighing the costs of transitioning.

Aligning Content to the Buyer’s Journey

To encourage adoption of our DEM solution, I focused on assisting them in:

1. Recognizing that traditional CMS isn’t ideal for delivering exceptional digital experiences throughout the guest journey.
2. Understanding why addressing this challenge promptly is crucial for achieving their business objectives.

Thought leadership played a pivotal role in introducing these new issues and positioning Achiga as a leader with a deep understanding of hospitality marketing. Also, leveraging Achiga’s extensive experience with providing CMS solutions to renowned hotel brands worldwide bolstered credibility.

Thought leadership efforts included several guides, live speaking engagements, exhibiting at trade shows, newsletters, and blogs, often co-sponsored with hospitality influencers to enhance credibility.

Unleashing the Power of Thought Leadership

Building on the resounding success of “The Definitive Guide to Hotel Digital Marketing,” I seized the opportunity to further solidify Achiga’s position as a thought leader in the hospitality industry by publishing “The Hotel Marketer’s Guide to Digital Experience Management” on May 4, 2018.

This new guide together with numerous articles aimed to empower hotel marketers with insights and strategies to leverage digital experience management effectively.

The guide’s release generated significant excitement and anticipation within the industry, leading to heightened engagement on social media platforms, 20% increase in website traffic, and a sales pipeline contribution of 23%. Moreover, the articles and the guide’s launch contributed to a notable uptick in sales, as it positioned Achiga as a trusted advisor and solution provider for hotel brands striving to enhance their digital experiences.

The positive feedback from hotel marketing professionals underscored the thought leadership impact and solidified Achiga’s reputation as a go-to resource for cutting-edge digital marketing solutions in the hospitality sector.

See below image gallery for examples on guides, social media banners, and event exhibitions.

The Acquisition of Achiga

The remarkable success of Achiga’s thought leadership initiatives, exemplified by the acclaimed guides on hotel digital marketing and digital experience management, caught the attention of industry leaders. This attention culminated in the acquisition of Achiga on October, 2019, by Jonas Software, a prominent technology conglomerate that includes Jonas Hospitality among its family of brands serving the hospitality industry.

The acquisition signaled a significant milestone for Achiga, validating its expertise and leadership in providing innovative digital solutions for hotels. Joining forces with Jonas Software presented Achiga with unparalleled opportunities for growth and expansion, leveraging synergies across the Jonas Hospitality ecosystem to deliver even greater value to hoteliers worldwide.

Moving on to Concierge Plus Inc.

Throughout these transformative endeavors, my contributions as the Marketing Director were instrumental in driving the success of WebCanada and Achiga. By spearheading innovative marketing strategies and initiatives, I played a pivotal role in elevating the company’s brand visibility, enhancing market positioning, and driving significant growth in sales and customer engagement.

My leadership in creating industry-leading guides and fostering strategic partnerships not only solidified our reputation as a thought leader in the hospitality sector but also directly contributed to increased sales and market recognition.

Recognizing my expertise and track record of success, I was entrusted with the opportunity to lead marketing initiatives at Concierge Plus Inc., where I leveraged my skills and experience to drive impactful results and propel the company’s growth trajectory in the property management technology landscape.