Sam Weston | Head of AI & Marketing
Hotel Speak

Sam Weston, Head of AI & Marketing, Hotel Speak

Sam is Marketing Director at 80 DAYS, a full service creative and digital marketing agency specialising in hospitality and working with some of the world’s most respected hotel and travel brands. A self-confessed, enthusiastic hotel marketing geek, Sam enjoys sharing insights and knowledge from 80 DAYS and sister company, Hotel Benchmark, with like-minded hoteliers. Sam is also the editor of Hotel Speak, a hospitality focused news and media site sharing actionable hotel marketing and revenue management strategies from hospitality industry experts.

Appearances:



Day 1 @ 14:00

Outsmarting the giants: how independent hotels can use GEO to win generative searches

As generative search becomes the new front door to travel discovery, independent hotels have a real opportunity to stand out - using GEO to help AI understand, trust and confidently recommend their brand. This session will explore practical strategies to:

  • Decode how AI systems evaluate hotel websites, content and brands
  • Structure and present your content for AI
  • Apply proven GEO tactics already helping independent hotels today 
Moderator: Sam Weston, Head of AI & Marketing, Hotel Speak
Molly Peel, Assistant Marketing Director, Red Carnation Hotels
Scott Hermiston, DOSM, Grosvenor House Suites
Lewis Collins, Director of Marketing & Communications, Kaleidoscope Collection
last published: 18/Feb/26 11:45 GMT

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