A clear starting point
What was happening before the work began, which demand mattered and where the current path was failing.
Evidence before promises
Proof should show the work.
Twenty years in search. Travel experience from inside Expedia. Hospitality research you can inspect for yourself.
Ranking screenshots are not a substitute for business results. The useful question is what changed, why it mattered and whether the right people moved closer to booking, enquiring or reaching a local operator.
Start with the track record
Expedia ANZ
From a penalised site to the region’s number one revenue channel.
At Expedia ANZ, I helped recover more than 40% of lost organic traffic and then continued growing the channel until organic search became the region’s largest revenue source.
The work connected technical recovery, destination pages, hotel partners, public relations and tourism relationships. It taught me how marketplaces capture travel demand and what an official property or destination site needs to compete.
These are career results, not a guarantee of future performance. Every property, destination and market starts from a different position.
- 20
- years working in search
- 40%+
- organic traffic recovered at Expedia ANZ
- #1
- regional revenue channel through organic search
Selected experience
Travel and hospitality work at different scales.
Previous work includes international travel platforms, hotel groups, independent hospitality brands and businesses that shape the visitor journey.
01Expedia
02Hyatt
03Ovolo
04Crystalbrook
05Naumi
06Lonely Planet
07Sydney Airport
A name shows relevant experience. It does not imply that every organization listed endorses the current service or achieved the same outcome.
Search research
See the market gaps behind the work.
These reports examine real search results across boutique hotels and wellness resorts. The data is presented so you can inspect the pattern, the properties and the searches rather than take a sales claim on trust.
Report 01
Read the boutique hotel report → Boutique hotels own the guidebook and lose the booking search.
Research across 56 properties showing how destination authority can fail to carry through to commercially valuable hotel searches.
Report 02
Read the wellness resort report → Wellness resorts own the teaching and lose the programme search.
Research across 27 properties and 383 searches showing where directories and publishers enter the journey before a guest is ready to book.
Destination experience
Explore destination search growth → Destination discovery should lead into the local visitor economy.
See how search and AI discovery can connect travellers and planners to hotels, venues, attractions, experiences and local operators.
What counts as evidence
A result needs context to mean anything.
Reporting should make the chain from search opportunity to commercial action visible. If attribution is incomplete, that limitation belongs in the report.
Work you can identify
The pages, search opportunities, technical changes and booking paths that were actually improved.
Commercially useful signals
Qualified visibility, booking engine entries, direct reservations, partner referrals or enquiries, depending on the systems available.
Honest limits
What can be attributed with confidence, what remains directional and which outside factors also influenced the result.
Start with your own evidence
Request a Direct Demand Review.
Share which guests, programmes, groups or visitor markets matter most. The review will examine where that demand is going and which opportunity deserves attention first.
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