Reviews and ratings are pivotal in determining a hotel's reputation and visibility on hotel metasearch platforms like Google and TripAdvisor. These elements are key indicators for search engines and potential customers, influencing rankings and booking decisions. Here's why they matter:
The bottom of the sales funnel
Hotel metasearch is positioned at the bottom of the sales funnel, meaning it’s often the final step before a guest makes a booking. At this stage, potential customers rely on reviews and ratings to decide. For many, this is the last chance to evaluate a property before committing. Ensuring that your hotel is presented in the best possible light is crucial for securing these bookings.
The foundation of trust and transparency
Search engines like Google weigh reviews as critical metrics to assess a property's reputation and user experience. While some platforms prioritize these metrics more than others, all incorporate reviews into their ranking algorithms. This makes them essential for every property listed on hotel metasearch platforms.
For customers: Reviews on platforms like Google Business Profile (GMB), TripAdvisor, or others provide consumers with valuable insights into what they can expect from a hotel. Guests can identify highlights such as excellent service, exceptional food and beverage offerings, personalized experiences, or prime locations. Conversely, reviews also expose areas that need improvement, such as cleanliness, front desk efficiency, or the condition of facilities.
For search engines: Google prioritizes recent reviews, giving greater weight to feedback from the last 6-12 months over older reviews. This constant influx of reviews impacts not only organic search rankings but also paid search and metasearch performance.
For AI search (i.e. ChatGPT, AI Mode) - LLM’s consume and source answer summaries from structured sources, including reviews. Continue to focus on getting more guest reviews and addressing operational issues commonly called out to improve review ratings and have a positive impact on your hotel’s visibility in AI search platforms.
Guest interaction matters: How a property responds to reviews—whether positive or negative—plays a significant role in how it is perceived. Responding thoughtfully demonstrates that the property values guest feedback and is committed to resolving issues, further boosting credibility.
Platform-specific policies: While Google Business Profile allows some reviews to be flagged and potentially removed—such as those left mistakenly or unfairly—TripAdvisor does not permit review removal, regardless of circumstances. This reinforces the need to actively manage your property’s reputation and address guest concerns promptly.
The snapshot of satisfaction
Ratings, often displayed as a numerical score (e.g., 4.5 out of 5), are just as critical as detailed written reviews. A higher rating signals better guest satisfaction and directly influences booking decisions.
Attracting guests: Properties with higher ratings are more likely to secure bookings than lower-rated competitors. Ratings provide a quick, visual summary of guest experiences, offering an immediate impression of quality.
Customer loyalty: Higher ratings suggest positive guest interactions, increasing the likelihood of repeat visits and word-of-mouth recommendations.
Platforms and their unique metrics
While Google may incorporate additional data points beyond reviews and ratings, TripAdvisor relies heavily on these factors to determine property rankings. This underscores the importance of maintaining accurate and appealing profiles across all platforms.
Best practices for optimizing reviews and ratings
Keep listings accurate: Ensure your property details—address, phone number, and images—are correct and up-to-date across all platforms. High-resolution, professional photos alongside authentic guest-generated images contribute to trustworthiness.
Manage reviews proactively:
Address guest feedback promptly, whether positive or negative.
Flag inappropriate reviews on Google if they were left mistakenly, pertain to a different property, or reflect outdated experiences (e.g., pre-renovation or ownership change). Note that TripAdvisor does not allow reviews to be removed under any circumstances.
Optimize hotel metasearch campaigns: Provide accurate data, including room rates and availability, to ensure your property performs well in metasearch auctions.
In the competitive hotel metasearch landscape, reviews and ratings are more than just numbers—they are powerful tools that reflect the quality of your property and influence its online visibility. At the bottom of the sales funnel, metasearch platforms are where guests make their final booking decisions.
By managing reviews and ratings effectively, keeping your listings current, and presenting your property in the best light, you can attract more bookings and succeed in your hotel metasearch campaigns.
In the rapidly evolving landscape of hotel digital marketing, Connected TV (CTV) advertising has emerged as a powerful tool for hotels aiming to enhance their brand visibility and attract discerning travelers. By leveraging CTV ads, hotels can deliver personalized, engaging content directly to potential guests through internet-connected television devices–think about the ads you see while streaming Hulu or other ad-powered streaming platforms.
So - what are some of the benefits of using CTV ads for hotels, and how do you know if it’s right for your brand? Let’s get into it.
What is Connected TV (CTV) advertising for hotels?
To start with the basics, Connected TV simply refers to television sets that are connected to the internet, enabling viewers to stream content via applications on smart TVs, gaming consoles, or external devices like Roku, Amazon Fire TV, and Apple TV. Unlike traditional linear TV, where content is broadcast according to a set schedule, CTV allows users to access on-demand content at their convenience. This shift in viewing habits has opened new avenues for advertisers to reach audiences in a more targeted and interactive manner than ever before.
Benefits of CTV advertising for hotels
Running CTV ads programmatically will require the use of a Demand-Side Platform, or DSP for short. DSPs are software systems that allow advertisers to buy and manage automated digital ad inventory across multiple exchanges through real-time bidding. While there are many DSPs out there that specialize in CTV, we partner with Google Marketing Platform to run CTV ads through Display & Video 360. With this outlet, we are able to offer a variety of benefits for hoteliers when it comes to running CTV ads through the vast available inventory options.
1. Precise audience targeting
CTV advertising enables hotels to utilize advanced data analytics to target specific demographics, interests, and behaviors. This precision ensures that marketing messages reach potential guests who are most likely to be interested in the hotel's offerings, thereby increasing the efficiency of advertising spending. For instance, we can tailor your ads towards inventory more specific to your brand, whether it be on specific streaming channels or utilizing specific household incomes and buying behaviors. Hotels using specific travel-intent data through Adara or leveraging their comp set’s data with Azira will also enjoy additional targeting layers to hit even more precise and qualified audiences.
2. Enhanced engagement through visual storytelling
CTV advertising provides a dynamic platform for hotels to weave compelling narratives and showcase their unique offerings through captivating visuals that resonate with viewers on a visceral level. It’s important to note that your visual assets are designed with commercial aspects in mind; think professionally shot and edited. By immersing guests in a visual journey, hotels can evoke emotions, stir desires, and inspire travelers to explore more on their adventures.
3. Integration with your hotel’s digital marketing strategies
CTV advertising can be seamlessly integrated with your hotel's broader digital marketing efforts, creating a cohesive brand presence. For example, viewers who see a CTV hotel ad can be retargeted with related content through programmatic display banner ads, reinforcing the message and guiding potential guests through the booking funnel.
4. Access to premium TV content platforms
Recent CTV technology advancements have expanded opportunities for hotels to advertise on premium TV streaming content platforms. For instance, integrations with services like Netflix allow marketers to reach highly engaged audiences within a premium streaming environment. This access enhances the credibility and appeal of your hotel's advertising efforts.
What are the latest advancements in CTV advertising for hotels?
Recently, Google Marketing Platform (GMP) has introduced several innovations that enhance CTV advertising capabilities for hotels:
CM360 + Netflix Ads integration: This integration streamlines ad serving and reporting, enabling marketers to reach Netflix's extensive subscriber base with contextual ads that align with viewer preferences.
Cross-media reach reporting: Campaign Manager 360 now offers reports that provide a unified view of reach across digital video and linear TV campaigns. This feature helps us better understand audience overlap and optimize our media strategies accordingly.
DV360 + Disney live sports and entertainment: Display & Video 360's certification with Disney allows for real-time bidding on live sports inventory, offering access to highly engaged audiences during major events.
Is Connected TV advertising right for your hotel?
While CTV is an incredibly beneficial tool for building brand engagement and awareness, it might not be right for all hotels. First and foremost, you must have the right creative assets. You’ll need professionally edited videos that are 15-30 seconds in length (think TV commercials). For many, this cost alone can be a barrier to entry.
Another thing to consider is the overall cost to run CTV advertising media. CTV ad types are much more expensive than regular display advertising, with CPMs averaging anywhere from $25-35. For this reason, GCommerce requires a $5K per month per campaign minimum to run CTV ads, but strongly recommends at least $10K per month to increase visibility and open the door to more targeting options and A/B test opportunities.
However, if your hotel has the opportunity to fund this initiative, the payoff is worth it. CTV is an ideal outlet for those looking to expand their brand into new markets and directly into the homes of prospective guests. It’s an incredibly powerful brand awareness tool and offers an easy entrance into a previously unattainable linear TV ad inventory type. On average, clients see a 98-99% video completion rate, with one current client seeing nearly 1 million users watch their video in full during a 90-day period.
Moving forward with CTV hotel ads
As the hospitality industry becomes increasingly competitive, hotels must adopt innovative marketing strategies to stand out. By leveraging the latest advancements in CTV technology and integrating these efforts with broader digital marketing initiatives, hotels can create compelling campaigns that resonate with modern travelers and drive bookings. Connect with the experts at GCommerce to get started today.
Key takeaways from Google I/O 2025 for hotel marketers
It was a busy week for Google. Along with Google Marketing Live on Wednesday, Google I/O took place this week, and between the two, they announced an incredible list of updates (100+ between the two events!). While Google Marketing Live centered around product updates associated with its ad campaigns and platforms, Google I/O focused on updates more applicable to organic search marketing.
It’s such an incredible moment in history for organic search. Generative AI platforms are pushing change across the industry, and it has big implications for hotel organic search marketing. Here are our top takeaways for hotels from Google’s I/O 2025.
AI Mode rolling out to everyone in the US
As of May 20th, 2025, Google announced that its AI Mode search experience is rolling out to everyone in the US. It was previously just available to those who opted in via Search Labs. Our team has been deep in testing mode with this new search experience and will be releasing a study soon. Unfortunately, it has been discovered that there is currently no referral tracking in analytics from AI Mode, and this traffic is being tracked as direct traffic. This means AI Mode traffic is currently untrackable. Google recently announced that AI Mode reporting will be coming to Search Console, although we still don’t know how it will show. As usage of this search experience increases, it will most likely mean a continued decline in organic search traffic to hotel websites. We’re having to let go of even more data as it’s taken away from us and lean into AI, as well as a deeper understanding, to ensure our ads are visible where our audience spends their time. Also noteworthy is that Google announced ads are coming to AI Mode and AI overviews during Google Marketing Live.
Agentic capabilities in AI Mode
Google announced it’s bringing agentic capabilities to AI Mode, starting with the ability to let the agent search out, compare shop between sites, and present site options to book your event ticket. How? They are partnering with top ticket broker sites like StubHub to provide a seamless experience. They are starting with event tickets but plan to roll this out to restaurant reservations and local appointments. It’s only a matter of time before it hits the hotel industry. History shows that Google leans into partnerships with top industry companies that can support the tech. Alexa partnered with Kayak early on for voice search. Recently, Selfbook and Perplexity announced a partnership to enable booking directly on the platform - it’s available for hotels using the Selfbook booking engine. This gave us hope for independent hotels and the battle for direct bookings. We can only hope that other booking engine providers will lead this charge. Chances are, sites like Kayak or OTAs will step up to be the first.
Pushing boundaries of Google Search with Google Lens
Google Lens now offers live search capabilities. Examples shown? Being mid-project and need guidance on what the next steps should be in the process. Google returns multi-modal results from video, forms, blogs, and more. In Google Marketing Live they hinted at how much image-based search shows purchase intent. Hoteliers need to be thinking about expanding content and topical relevance, from enhancing blogs to including video and continuing to produce stunning visual assets. Additionally, focusing on structured markup of all site components will help ensure they are more easily found in Google’s entity mapping.
AI Mode shopping experience
Shopping/ecommerce always tends to be a step ahead with search features. Google announced a new AI-driven shopping experience that allows shoppers to virtually try on clothes, engage with AI to filter and find the best items, and even check out and purchase them using Google Pay. It’s pretty wild that many booking engine providers still don’t accept mobile wallets like Google and Apple Pay. The future is hinting towards a world where AI agents book our hotel rooms for us, but right now it seems like only via platforms that integrate into this type of ecommerce technology space.
AI Mode gets even more personal with results
Google’s algorithm has incorporated AI for years with its RankBrain technology. Coupled with its algorithm, it’s focused on incorporating your search history, location and more into providing personalized results. AI Mode takes this a step further. It allows you to opt in to connect it to other Google apps, like Gmail. Using structured data, it can view your email content and make personalized results using the data. Google’s example, “you can get suggestions for events while you’re in town….based on your flight and hotel confirmations” in your inbox. Mind blown. The breadth of 1st party data that Google will be able to tap into will be monumental in helping you reach an even more targeted audience using AI. We’ve seen the power of leaning into Meta (Facebook/Instagram)’s AI audiences over the years, now it looks like Google is stepping up the game to provide even more relevant, personalized, and qualified results for each user.
These are just a handful of takeaways from an incredibly packed Google I/O 2025. They also announced a huge roll out of product features from some mind-bending AI video and image capabilities, Google Meet live translation (English/Spanish only to start), and so much more. You can check out the full keynote recordings here. It’s truly an exciting time for the world of digital marketing. It’s rapidly changing and we’re excited to explore the new frontier for digital marketing for hotels.
Google Marketing Live 2025: key takeaways from the GCommerce team
Every year, the marketing industry eagerly awaits Google Marketing Live, Google’s annual event to showcase what’s new in the world of Google advertising. It always blows our mind exactly how many (30 this year!) product innovations are announced. While last year’s theme weighed heavily on AI, this year built on that theme with an emphasis on the evolution towards AI agents, poised to automate and assist beyond just generative AI search. Our team is excited to test everything that is rolling out, and we look forward to seeing how these innovations equate to better advertising success for our hotel clients.
Discover our key takeaways from Google Marketing Live 2025 below.
By Patrick Buckner, Search Marketing Supervisor
Greater control is coming to PMAX
Google announced that advanced reporting will be available in PMAX campaigns, which will allow advertisers to break down performance by channel. This will allow not only greater reporting, but also provide new opportunities related to previously unknown keywords. Enhanced reporting will allow hotels who may have previously been uncomfortable with PMAX’s lack of transparency to test PMAX campaigns and truly understand the impacts.
By Alex Scharpf, Search Marketing Supervisor
Search is now a guiding hand
The future of search extends far beyond objective information. With the rise of generative AI results and expanding integrations for shopping, brand partnerships, and more, the purpose of search is shifting away from fact-finding. People are refocusing their research, moving away from a list of options to prioritize others’ opinions and get help with planning. By predicting what users want before they explicitly ask for it, search now reaches into idea generation, guiding the research process and influencing user behavior.
By Jaylene Van Lin, Marketing Strategist
Guest privacy and performance can work together
Google is putting a big focus on first-party data this year. For hotels, that means the information you collect directly from guests through bookings, email signups, or loyalty programs is more valuable than ever. It lets you create personalized marketing that actually matters, like sending special offers to returning guests or promoting weekday stays to local travelers.
To help with privacy, Google also updated Consent Mode. This tool makes sure you stay compliant with data regulations while still getting insights into how your ads are performing. Even if someone opts out of tracking, you can still understand how your campaigns are doing using modeled data.
Put simply, the more you build your own data and manage it with care, the better your marketing will perform. It is about being smart and respectful at the same time.
By Maddie Holifeild, Marketing Strategist
New AI tools supercharge marketing creativity & personalization
At this year’s event, one of the standout themes was how Google AI is revolutionizing ad creativity, especially through some new powerful innovations. Some of these new innovations - including text generation, image creation, and brand voice customization - open the door to more personalized, visually engaging campaigns that resonate with travelers.
With AI-generated headlines and descriptions now being optimized for performance, marketers within the hotel space can test messaging that captures seasonal offers, local events, or unique property features. The new image generation tools let marketers create compelling, on-brand visuals (like a dreamy beachfront scene or a cozy ski retreat) even when assets are limited. And by training Google AI on a hotel’s specific brand voice, the outcome feels consistent and authentic.
Together, these new tools allow hospitality brands to achieve personalized storytelling and create a tailored ad experience that attracts and converts the right guests at the right time.
By Meaghan Reynolds, Marketing Strategist
Immersive AI ads transform hotel marketing
At Google Marketing Live 2025, Google unveiled AI-powered, interactive ads within AI Overviews and AI Mode, transforming how hotels can engage with travelers. These ads now appear naturally within conversational search results, offering personalized recommendations, booking links, and the ability to reach users earlier in their planning journey.
What makes this especially impactful for hospitality is the introduction of immersive formats like 3D visuals, virtual tours, and interactive elements that would allow guests to preview rooms or amenities directly in the ad experience. Combined with enhanced Performance Max tools and AI-generated creative, this marks a new era of dynamic, visually rich campaigns that drive deeper engagement and more direct bookings.
By Alex Horrocks, Search Marketing Strategist
Google Search will start to empower a more AI-centric approach
At this year’s Google Marketing Live, a key theme was clear: Google Search is evolving from a traditional keyword-based engine into an AI-powered journey guide. With the introduction of features like AI Overviews and AI Mode, Google is now focused on understanding and supporting a user’s entire decision-making journey—from the moment of curiosity to the point of conversion. For example, a search for “things to do near me” might now return not only a curated list of attractions but personalized recommendations based on prior behavior, eventually leading the user down a path to book a hotel—all within a single AI-generated experience. This marks a major shift in how brands appear and engage within the search results page.
For hoteliers and travel marketers, this means content must no longer just rank—it must resonate throughout the guest journey. As Google connects the dots between user intent, hospitality brands will need to focus on providing rich, experience-based content. This includes building out pages or blog posts on local attractions, seasonal events, or travel tips—anything that can naturally feed into both early-stage inspiration and final booking decisions. Hotels that position themselves as part of a broader travel solution, rather than just a place to stay, stand to benefit the most in this AI-forward search landscape.
By Kaylin Long, Search Marketing Specialist
Quality landing pages designed for user experience are more important than ever
With the announcement of ads in Google’s AI Overviews, the landing page your ad leads to is of the utmost importance. Google shows ads more frequently that lead to a landing page that is likely to convert. Having a well-designed landing page focused on user experience will result in your ads earning more impression share and being shown as a top result in Google’s AI Overviews. Plus, you’ll see more conversions and keep people on your site longer.
By Jasmine McLamb, Marketing Specialist
AI Max for search campaigns: one-click enhancement for keywordless targeting
This approach takes the guesswork out of search targeting by using existing ads and landing pages to figure out what you offer and when it makes sense to show your ad. Instead of focusing on exact keywords, it looks at the intent behind searches to deliver more personalized results. It still allows for clear reporting (like which headlines and landing pages were shown), and brands are seeing up to 27% more conversions. It can be activated with a simple click. This kind of intent-based targeting is especially useful for hotels, since it can pick up on broader or less direct searches like “best places to stay near the airport,” “weekend getaway ideas,” or even “hotels with a pool.” It helps your ad show up when travelers are looking for travel destinations, even if they’re not typing exact keywords.
By Alexandra Thomas, Search Marketing Specialist
Google is leaning into video with powerful new ways to run video ads across search and shopping
Shoppers are showing up with broad searches: 75% of shopping queries are broad, signaling that people are in exploration mode. Whether they’re planning summer getaways or searching for the perfect weekend bag, marketers can meet shoppers in key moments of their shopping journey. Google is leaning into video more than ever, with new ways to run video ads across Search and Shopping. YouTube is a dynamic storefront, with Shorts becoming a major discovery channel for new brands. New prospecting tools let marketers find fresh audiences while easily excluding people that already searched for their brand. Combining rich video content with smarter audience targeting is the new way forward for winning the shopper.
By Naomi Georges, Search Marketing Specialist
AI video can be used as an affordable way to reach YouTube audiences
Google’s AI video tools make it easier than ever for advertisers to create and scale video campaigns. Even without a big production budget, brands can turn existing content into eye-catching video ads. The real power comes from AI’s ability to target the right audience, test different ad versions, and optimize performance in real time, helping you get better results with less guesswork. It’s a smart way to reach customers across YouTube and Google’s network without doing all the heavy lifting yourself.
By Sophie Hardina, Marketing Specialist
AI overviews are changing the way travelers search
AI is reshaping the way people search and book travel. With tools like AI Overviews becoming more prominent, users are often finding the answers they need directly in search results, which means fewer clicks to hotel websites and more importance placed on showing up in those AI-generated answers. For our hotel clients, this means we need to focus on creating clear, compelling content that’s easy for AI to surface, invest in high-quality visuals, and lean into Performance Max campaigns to stay visible across all of Google’s channels.
By Cassidy Tiedermann, Marketing Specialist
What Google Marketing Live 2025 tells us about what’s next
AI serves as both a creative and strategic partner, allowing marketers to scale successful strategies more rapidly. The evolution of search towards visual and conversational formats is reshaping our understanding of intent and discoverability. Innovations in retail and eCommerce are simplifying the customer journey through intuitive new methods.
In the world of performance-driven digital marketing for the hospitality industry, it’s inspiring to see how quickly our tools and strategies are evolving to meet the demands of a dynamic, AI-powered landscape. My key takeaway: Innovation is no longer optional—it’s essential to delivering better results every day.
By Erin Fischer, Director of Marketing
AI Mode brings in highly personalized ads to users
The introduction of Google's AI Mode promises to drive a highly engaging search experience that is even more personalized than ever before. Incorporating your past search history and optional data from other Google apps like Gmail (with permission) with your searched query, AI Mode aims to bring you not only the answers you were seeking, but also data for follow-up questions and searches, along with customized ads.
What could this mean for hoteliers? As an example, if a user were to search for “things to do” in a particular area of interest, AI Mode might take current hotel or flight reservation data from their Gmail and suggest restaurants and attractions near their hotel stay. AI Mode would also take your past search history into account to prioritize results. If you have previously searched for restaurants with patios before, your results might deliver similar restaurants with patios near your hotel. The ability to easily deliver highly customized results could help further the online user experience when it comes to trip planning.
Celebrating Women's Leadership: Insights from the female leaders at GCommerce Solutions
One of our favorite months every year, Women’s History Month, gives us a chance to pause and consider all the amazing contributions women make throughout the world, especially here, every day at GCommerce. This year, we’ve interviewed the current female leadership team members to get their real-life journeys and advice for other women navigating their own career journeys.
Discover how each of our current female leadership team members arrived in their current roles - from their most pivotal moments to challenges and milestones. We think you’ll walk away feeling inspired and empowered, knowing that everyone’s path is different and that you have the power and capability to forge your own path.
To celebrate Women’s History Month, we want you to hear from some GCommerce leaders.
Each leader of the GCommerce team will be answering the following questions:
What are some challenges you believe are unique to women in leadership roles within the digital marketing industry?
Can you share strategies or personal experiences that have helped you overcome these challenges and thrive in your leadership role?
What are some of the most significant achievements and milestones you've reached at GCommerce Solutions?
What practical advice would you offer to women who aspire to take on leadership roles in digital marketing?
Meet the female leaders of GCommerce Solutions
Click on the links below to see what each leader had to say.
Lindley Cotton, President
"You don’t have to know everything. Try to approach every situation with curiosity and an open mind. Many women struggle with imposter syndrome (myself included), and you just have to remember that being a leader isn’t about being all-knowing. You should be actively seeking out opportunities to grow and learn every day, which will help you become a more emphatic and well-rounded leader in the future.
Also, seek out mentors. I’ve had several over the years all of which helped me grow different skill sets. A lot of times, you naturally find mentors, but don’t be afraid to speak up and ask someone to help coach you if you know they have expertise in an area that you’re looking to grow."
"Take on challenges you don’t think you’re ready for or know how to do. Trust in yourself that you have the ability to figure it out and work hard to achieve it. In the words of Phish, it’s “time to put your wingsuit on.”
Once you realize everyone is out here just “winging it” you’ll realize you’re more qualified and deserving than you think. Then, once you get there - remember to advocate for yourself and others along the way."
Kara Lange, Vice President of Business Development
"Transitioning from an individual contributor to a leadership role can be challenging, but my biggest advice is to seek out opportunities beyond your core responsibilities. Volunteer for projects, take initiative in cross-functional collaboration and develop a strategic mindset beyond your day-to-day role.
Finding a mentor is also invaluable—whether it’s your boss or another senior leader, learning from someone who has navigated leadership can provide critical insights."
"Dream big and vocalize those dreams to anyone who will listen, and then dive in head first. I say all the time that you don’t know what you’re capable of until you are put into the position to do something big. Take any negative or difficult situation and turn it into an opportunity to prove yourself and grow. Be a team player, but speak up for yourself and others.
Challenge everything, but also understand that it’s okay to sit back and give yourself a break too. Find your community and the people who are going to support you."
"Pursue your passion rather than simply chasing a paycheck. True success comes from doing work that excites and motivates you every day. When you are genuinely passionate about what you do, that enthusiasm becomes evident in your creativity, decision-making, and leadership. It fuels your drive to continuously learn, innovate, and push boundaries.
Passion not only leads to personal fulfillment but also inspires those around you, helping to shape a meaningful and impactful career. When you love what you do, success naturally follows."
Women's History Month serves as a vital reminder to celebrate these achievements while continuing the push for gender equality in the workplace. It is a time to honor the contributions of women who are shaping industries, breaking barriers, and inspiring positive change.
As we reflect on these stories, let’s reaffirm our commitment to supporting and uplifting women in leadership. Their voices, ideas, and expertise are crucial in shaping the future of digital marketing and beyond. Together, we can foster an environment where every woman has the opportunity to thrive and lead.
In 2022, GCommerce produced a company survey to gather team member insights on its Cultural Pillars. While the primary goal was to evaluate which pillars needed to be updated in a post-pandemic world, GCommerce also found that many team members requested more education and discussion around Diversity, Equity & Inclusion.
Survey respondents were proud of the company efforts towards a more equitable workplace, but they wanted those efforts to be more formal and institutional. In response, GCommerce decided to incorporate Diversity, Equity and Inclusion into its foundational "Cultural Pillars."
The company didn't stop there. Formalizing DEI as a culture pillar was an important first step, but GCommerce was looking to make an impact, both within the company and the community.
And that is how the Equity & Advocacy Team was formed.
At the onset, the team drafted a charter to guide the goals, strategies and desired outcomes of the group. Now, the company presents a recap of the work that has been done and the outcomes it has generated over the past year.
