Addams England on the Technology Behind Better Hotel Marketing

Behind every successful Vizergy solution is a team of innovators, strategists, and creatives who live and breathe hospitality. The Vizergy Interview Series brings their insights front and center, featuring discussions that span search, paid media, web design, technology, and more.

In Episode 4 of the Vizergy Interview Series, COO Addams England gives a deep look into the technology that powers modern hotel marketing. He explains what makes the Vizergy Marketing System unique, how AI is transforming the way hotels work, and which tools drive stronger engagement and more direct revenue.

1. What is the Vizergy marketing system, and what sets it apart?

Key points:

• A hospitality-focused platform that centralizes digital marketing tools including the CMS, reporting and analytics, reservation services, marketing plan management, and reputation services.
• Designed to help hotels drive direct bookings and improve ROI.
• Compliant, proprietary, and secure across all components.
• Consolidates access to multiple tools and data sources in one platform so users are not switching between disconnected systems.
• Integrates with leading providers such as Adobe, Google, Microsoft, Facebook, and SynXis to deliver best-in-class capabilities.
• Includes an industry-leading CMS with continuous enhancements and innovation.
• Offers enterprise features for management companies, allowing oversight of multiple properties and websites from a single login.

2. What AI capabilities are built into the system, and how do they benefit clients?

• Early adoption of meaningful AI features, with ongoing evaluation of new capabilities.
• Focused on improving efficiency, saving time, and maintaining high quality.
• All AI tools are built directly into the central platform.

VMS AI Features:

• Content and Image Generation: Creates new content based on a brand’s voice and style. Speeds up page creation and updates.
• Image Automation: Uses computer vision to analyze images and generate alt text and tags to support ADA compliance and accessibility.
• Reporting Insights: Uses AI to surface key trends in website and reservation performance, such as shifts in channel traffic or sudden referral spikes.
• CMS Personalization: Allows targeted messaging for specific audiences to create more relevant and individualized guest experiences.

3. How is the organization using AI internally to enhance operations and innovation?

Key points:

• Focused on secure, company-wide adoption of AI tools.
• Ongoing departmental training using both platform AI features and tools like Microsoft Copilot.
• Each department uses AI differently, from content creation to competitor research and data analysis.
• Goal is to improve efficiency and quality across day-to-day work.
• Collaboration across teams ensures consistent service and better outcomes for clients.

4. What Vizergy cms features help hotels drive engagement and direct revenue?

• A robust library of advanced, easy-to-use widgets that simplify content updates.
• Many widgets are purpose-built for hospitality needs.

Notable Vizergy CMS Capabilities:

• Personalization (including AI-driven options)
• Booking widgets and urgency messaging
• Offers application with automated landing pages and scheduling features
• Reviews feed
• Video tools
• Website speed and ADA scanning (content delivery network, page speed monitoring)
• Automated schema markup and SEO features to support better visibility in search engines and AI overview results

5. How does the system deliver best-in-class reporting and analytics?

• Uses a highly customized, hospitality-focused implementation of Adobe Analytics.
• Integrates Adobe Analytics, Google Ads, Bing Ads, Facebook Ads, and Google Business Profile data into a central warehouse for unified performance reporting.
• Provides high-level reporting in the platform for simplicity, supported by deeper analytics within Adobe for advanced users.
• Offers channel-based reporting to show how each traffic source performs.
• Reporting tracks key metrics such as visits, reservations, room nights, revenue, ROAS, click-to-call activity, and more.
• AI Report Insights automatically highlights the most important performance shifts across website and channel data.
• CMS Page Analysis offers detailed performance evaluation at the page level.

Ready to see how smarter technology can elevate your hotel’s marketing?

Our platform and team work together to help hotels drive stronger engagement and more direct revenue. If you want to explore how these tools can support your strategy, we’re here to help.

About Vizergy Digital Marketing

For over 25 years, Vizergy has served the hospitality industry with leading marketing technologies and exceptional service for clients worldwide. Vizergy’s platform is easy to use, turnkey, and SMART — continually enhanced to help hotels compete within the market and maximize revenue. By leveraging a data-first approach, hospitality marketing is not only the mission, but Vizergy’s sole focus. Reach out to our team for more information.