Staying ahead of digital trends in hospitality and optimizing revenue streams is critical to success. Apeksha Perera, the Head of Digital at Connectd by TTS Hospitality, exemplifies how cutting-edge digital strategies can drive significant growth for properties in this highly competitive industry. With a rich background in digital marketing, her expertise and innovative approach have transformed how hospitality brands manage and enhance their digital presence.
Apeksha’s journey in digital marketing began over five years ago. As the lead from the digital agency Digibrush for a major telecommunications brand in Sri Lanka, she spearheaded impactful digital campaigns, resulting in a significant increase in revenue in 2023. Her success stemmed from her ability to deeply understand the needs of various customer segments and craft tailored campaigns that resonated with diverse audiences.
Her strategic use of data-driven insights allowed her team to deliver targeted messaging, significantly increasing customer engagement and conversion rates. Central to her success was optimizing performance marketing on major platforms like META and Google. Through an innovative mix of SEO and SEM strategies, Apeksha enhanced online visibility and ensured her campaigns reached the right audience at the right time. This led to greater traffic generation and conversion, reinforcing the importance of having a strong online presence in today’s digital-first world.
Now, as the Head of Digital at Connectd, she is determined to bring the same level of innovation and success to the hospitality sector. “As I embark on this new journey with Connectd, my commitment to innovation in digital strategies remains steadfast,” she shares. Her goal is clear: drive growth, optimize revenue, and ensure that Connectd’s clients thrive in an increasingly competitive landscape.
Apeksha’s strategies at Connectd are centered around using digital tools to optimize property revenue management—a vital function in the hospitality industry. Her data-driven approach allows her to implement powerful performance marketing strategies that target customers with precision. From using SEO to drive organic traffic to refining media buying strategies across platforms like Facebook, Instagram, and TikTok, Apeksha’s tactics have proven essential in boosting revenue streams for her clients.
By understanding and segmenting audiences based on data, she ensures that every marketing message is tailored to specific customer needs, enhancing engagement and improving conversion rates. Her collaboration with internal teams and external media partners plays a key role in the successful execution of her strategies. As she notes, “Collaboration was key to our success. I fostered a culture of teamwork and communication within my team and with third-party media partners. This synergy allowed us to implement creative solutions that enhanced brand presence.”
At Connectd, Apeksha is building on her strong foundation to deliver digital marketing solutions that not only meet the demands of a fast-paced industry but also keep her clients ahead of their competition. As she leads the digital unit, her approach focuses on crafting data-driven campaigns, continuously improving brand visibility, and transforming how properties manage their revenue streams through digital engagement.
Balancing her leadership responsibilities with workload management and team motivation is one of her greatest strengths. Despite being only 23 years old, she has mastered the art of leading with empathy, open communication, and mutual respect. “Building a supportive environment is essential,” Apeksha says. She emphasizes the importance of creating strong personal connections with her team, ensuring they feel comfortable approaching her with any issues.
One of the key aspects of her leadership style is personal responsibility—ensuring that every team member understands their role and how it fits into the larger mission. This fosters a sense of ownership within her team, leading to higher levels of productivity and satisfaction. Additionally, Apeksha tailors her leadership strategy to each employee’s strengths, allowing them to work on tasks that align with their skills and interests. This results in less overwhelm, improved focus, and stronger performance.
Mutual respect, especially given her young age compared to many of her colleagues, is a cornerstone of her leadership. Rather than managing with a top-down approach, she promotes a collaborative atmosphere where ideas flow freely. “I believe in leading rather than simply managing, which creates a collaborative environment,” she adds. This approach not only keeps her team engaged but also aligned with Connectd’s mission to innovate and excel in the digital hospitality space.
What sets Apeksha apart as a leader is her ability to seamlessly blend traditional industry knowledge with modern digital tools. In hospitality, understanding the fundamentals—such as guest expectations, peak seasonality, and property operations—remains essential. She uses this foundation to guide her strategic decisions, ensuring that her digital initiatives align with the industry’s core principles.
However, it’s her ability to combine this knowledge with the power of modern digital tools that truly drives her success. By leveraging data analytics, social media platforms, and digital marketing trends, she can make informed decisions that drive growth for Connectd’s clients. For instance, while her traditional knowledge enables her to anticipate high-demand periods, digital tools help her analyze booking patterns, track traffic sources, and understand customer preferences. This dual approach not only enhances marketing effectiveness but also allows Connectd to deliver personalized guest experiences—a key differentiator in the competitive hospitality industry.
Additionally, she collaborates closely with experienced directors and industry veterans, ensuring that her strategies are both forward-thinking and aligned with broader business objectives. “Collaboration with experienced directors and industry experts further enhances this balance,” she shares. Their input helps her refine strategies, combining time-honored hospitality practices with innovative opportunities in the digital landscape.
As Apeksha continues to lead digital efforts at Connectd, her vision for the future of hospitality is clear. By embracing data-driven strategies, leveraging digital tools, and fostering a collaborative and innovative team environment, she is shaping the future of property revenue management in the hospitality industry.
Her ability to fuse traditional hospitality values with cutting-edge digital innovation allows Connectd to stay competitive and adaptable in an ever-changing market. Apeksha’s vision will undoubtedly continue to transform client outcomes, ensuring that Connectd and its clients remain at the forefront of the hospitality industry. She isn’t just navigating the digital landscape—she’s redefining it, and her journey at Connectd by TTS Hospitality is only just beginning.