Demystifying the Google Machine

Google is constantly changing its 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, 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 search works and how hotels can utilize and optimize it.

A recent study found that over 90% of people's online experiences begin on a search engine, and Google has over 90% share of the search engine market. Suffice to say that Google is an extremely important part of any hotel's marketing strategy and why you should join us on June 24th!

Key Takeaways:

  • Gain a better understanding of how "The Google Machine" works
  • Learn the difference between SEO and SEM
  • How the latest algorithm updates will affect search
  • What is zero-click search
  • The importance of Google My Business
  • The power of Meta-search
  • How to leverage Google Ads
  • Much, much more

Event Sponsors


Dan Wacksman
CHDM, CRME, CHBA Principal
Sassato LLC

The principal of SASSATO LLC, is Dan Wacksman, has over 20 years of senior-level experience in hotel and travel in the areas of marketing, distribution, and overall business management. Dan developed Sassato to fill a gap experienced by most organizations of having to quickly bring in capable and ready-to-run leaders to assess, recommend, and deliver on key initiatives. Sassato will quickly improve performance in marketing, distribution, technology, and strategic implementations during times of need.

Think of Sassato as the "Seal Team 6" of hospitality and travel (but much geekier), who will come in and quickly fill holes, solve problems, and rescue projects, but without the cost of adding more headcount. 

Prior to launching Sassato, Dan was Senior Vice President of Marketing and Distribution for Outrigger Hotels and Resorts and was responsible for Outrigger’s online assets, online and offline marketing efforts, contact center operations, overall distribution strategy as well as company-wide strategic initiatives. Prior to this he was Managing Director for GTA China and Regional Director for GTA Asia, where he had overall responsibility for offices throughout the region. Previously held roles include; General Manager of, an Online Travel Agency based in Beijing, in its JV start-up phase, and Director of Strategic Development for Travelport where he was involved in acquisitions and strategic initiatives. Dan is the co-creator and instructor of the popular Hotel Digital Marketing Essentials online course and currently serves as the chair for the Hotel Sales and Marketing Associations (HSMAI) Marketing Advisory Board and teaches an executive education class at the University of Hawaii's School of Travel on digital marketing. 


Libby Zarrahy, CMP
Hospitality Consultant
Self Employed

Libby Zarrahy is a Certified Meeting Professional and has worked in greater LA for the past 20 years for well-known brands such as Sheraton, Marriott, and Hyatt having most recently represented the LAX Hyatt in Marketing and Public Relation at the LAX property. 

Libby also serves on board potions with HSMAI and the Los Angeles Chapter of MPI.  Pre-Covid, she was also a member of the Marketing Committee of Discover LA with a focus on Los Angeles as a preferred destination.

Libby redefined her working world by establishing herself as a hospitality consultant for various owner groups as hotels continue to experience reduced staffing and wait for California to stabilize.


Rising Star:
Unsung Hero:
Beyond the Call of Duty:
Lifetime Achievement:
General Manager of the Year:
June 24, 2021
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12:00 pm
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