The International Network of Hospitality Consulting Professionals

Stephanie Smith

Boston, Massachusetts

Helping hotels drive incremental exposure and revenue to their website and online channels through digital marketing / advertising. Specializing in new hotels and conversions.

Key Consulting Services

  • Digital Marketing
  • Search Engine Optimization
  • Website Audits
  • Online Advertising
  • Social Media


Cogwheel Marketing is a hotel internet marketing company focused on increasing online revenue and exposure for hotels by connecting the "cogs" for a comprehensive approach. The expertise extends to branded hotels, where they can maximize the brand offerings of Marriott, Hilton and IHG, then add strategies to drive specific segments for that hotel. The various cogs include: content, search engine optimization, local listings, social media, competitive analysis, images, OTA audit and reporting including channel mix analysis. The other digital focus is assisting new hotels that are in development to ramp up or going through a conversion or major renovation. Additional cogs for new openings are: paid marketing, press release, photo shoot and UNAP (URL, Name, Address, Phone) consistency. With proper direction, a hotel can gain online visibility faster.


Stephanie Sparks Smith was the VP of eCommerce and Technology at a large management company with over 100 hotels for 5 years, overseeing a team of digital marketers plus project management of IT and infrastructure. She led the team in PR initiatives, reputation management, customized reporting and using paid marketing to drive incremental revenue to a tune of $1.25 million in expenses to drive website revenue of $72M+ yearly. She refined the process for opening hotels from an ecommerce standpoint, opening over 40 hotels. Prior to that, she was Director of Client Services and Internet Marketing of a hospitality focused digital agency specializing in website development and search engine optimization. Her operations background is in Food and Beverage and Catering with Hyatt Hotels. She was primarily based in Dallas, but was also given assignments in Orange County, CA and Philadelphia, PA.

Professional & Other

Stephanie Sparks Smith received her MBA in Marketing and Organization Behavior from University of Texas at Dallas. Her undergraduate degree was received in Hospitality and Tourism Management from Virginia Polytechnic Institute and State University. (Go Hokies!) She has a Advanced Hospitality Revenue Management Certificate from Cornell University. Volunteer positions include seat on the elite Marriott Digital Franchisee Advisory Council as well as Vice Chair of IHG Owners Association HMS/GRS Task Force. Past philanthropic include fundraising (and riding) for the National MS Society 150. Stephanie provided her marketing expertise and STEM volunteer work to the American Association of University Women - Naples, FL Branch. Stephanie enjoys adjunct teaching and guest speaking at the college level, including Metro State University, Denver University, University of Massachusetts, Seattle Colleges and California State University.

Industry Associations

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