Lodge Social adds Amy Westerberg as senior account manager

Lodge Social said Sept. 18 it hired Amy Westerberg as senior account manager as the hospitality marketing agency scales its work with independent hotels, outdoor resorts and luxury properties. The move is aimed at strengthening client strategy and supporting direct-booking growth for brands that compete with larger travel companies.

Why it matters: - Lodge Social is adding leadership as it tries to become a bigger growth partner for independent hospitality brands. - The hire supports the agency’s focus on helping hotels and resorts drive more direct bookings and rely less on third-party platforms. - Independent properties often compete with larger companies that have more marketing resources.

What happened: - Lodge Social announced Sept. 18 that Amy Westerberg is joining as senior account manager. - Westerberg will oversee client relationships and account strategy across the agency’s hospitality portfolio. - She will work with Lodge Social’s strategy, creative and performance marketing teams. - The agency is based in New York.

The details: - Lodge Social focuses on social media, digital advertising, content strategy and direct-booking growth. - The agency works with independent hotels, outdoor resorts and luxury hospitality properties. - Lodge Social said its approach is built around integrated systems rather than isolated marketing channels. - Those systems are designed to build awareness, generate demand and move more bookings through a property’s own channels. - Scott Quesnell, president of Lodge Social, said Westerberg brings the leadership the agency wants as it enters its next stage of growth. - Quesnell said Lodge Social aims to act as an extension of clients’ teams rather than as a traditional marketing vendor. - Westerberg said she was drawn to Lodge Social’s niche focus and its interest in the businesses behind the brands. - Westerberg said she wants to help turn each property’s strengths into measurable growth. - Lodge Social said Westerberg’s arrival is part of a broader effort to build a specialized team focused exclusively on hospitality. - The company’s website is more information.

Between the lines: - The hire suggests Lodge Social is betting that deeper hospitality expertise can be a competitive advantage in a crowded digital marketing market. - The emphasis on direct bookings points to a broader industry push to reduce dependence on online travel agencies and other intermediaries. - The company is positioning client support and account ownership as part of its brand identity.

What's next: - Westerberg is expected to help Lodge Social manage its growing portfolio of hospitality clients. - The agency said it will keep investing in hiring people with hospitality-specific experience. - Lodge Social said it wants to build the leading growth agency for independent hospitality.

The bottom line: - Lodge Social is expanding its team to support continued growth in the independent hospitality market and strengthen its direct-booking strategy.