How is AI Transforming Travel Marketing?

Sophie Roberts

Managing Director

Sophie Roberts is Managing Director and owner of Koozai, one of the UK’s longest-established digital marketing agencies. Having joined the business in 2016, she became Managing Director in February 2018 before leading a successful management buyout in 2021.

With more than 30 years of marketing experience, Sophie specialises in AI Search, Digital PR, marketing strategy, agency leadership and helping businesses adapt to the changing search landscape. She works closely with clients and Koozai’s specialist teams to develop commercially focused digital strategies that improve visibility, strengthen brand authority and deliver measurable business growth.

Over the course of her career, Sophie has worked with more than 200 organisations, ranging from ambitious SMEs to household brands including Golden Wonder, Airfix & Humbrol and Victorinox Swiss Army Knives. Since joining Koozai she has helped shape digital strategies for clients including Travelbag, Trevor Sorbie, Red Funnel and Côte Brasserie, building long-term partnerships that often span many years.

Although clients often approach Koozai for Technical SEO, PPC, Digital PR or AI Search support, Sophie’s approach has always been to understand the wider business challenge rather than simply deliver a marketing service. She believes the best client relationships come from treating every client’s business as if it were your own, combining commercial thinking with honest advice and a genuine investment in long-term success.

Sophie’s career began in public relations, where she led award-winning campaigns before moving into digital marketing. One of her earliest successes was the BBC’s Service! campaign, which won the Catey Award for Best Independent Marketing Campaign and helped raise the profile of front-of-house hospitality careers across the UK.

Since then, she has developed marketing strategies for organisations across hospitality, construction, travel, tourism, healthcare, education, retail, ecommerce, finance, automotive and manufacturing, giving her broad commercial experience across both B2B and B2C sectors.

More recently, Sophie has become one of Koozai’s leading voices on AI Search and the impact of generative AI on marketing. She has developed the agency’s AI prompt library, built custom GPTs and AI agents to improve internal efficiency, and created Koozai’s AI usage policy to help the business adopt AI responsibly and effectively. She is particularly interested in how AI is changing the way people discover brands, products and services, and what businesses need to do to remain visible as search continues to change.

Sophie regularly writes about AI Search, Digital PR, organic growth, marketing strategy, leadership and the practical application of AI in marketing. She also reviews and fact-checks Koozai’s AI Search and digital strategy content before publication, ensuring it is accurate, practical and reflects current best practice.

Alongside her agency work, Sophie has delivered webinars on SEO for the construction industry, spoken at digital marketing events across Hampshire, featured in Search With Sean Live and supported the hospitality industry through judging and organising prestigious awards, including the UK Sommelier of the Year and UK Restaurant Manager of the Year. She also served on the organising committee for the National Restaurateurs Dinner.

Her work has been recognised through both personal and agency awards, including the Catey Award for Best Independent Marketing Campaign and the Construction Marketing Award for Best Small Agency.

Sophie holds a BA (Hons) in Marketing & PR together with Google and HubSpot marketing certifications. She continues to explore how emerging technologies can improve marketing effectiveness while keeping people, creativity and commercial thinking at the heart of every strategy.

Her insights and commentary have been featured by publications including Moz, Sitebulb, Yahoo News, The Business Magazine, Hampshire Business News, Portsmouth News, The Daily Echo, Professional Electrician, The Caterer, Restaurant Online, HVP Magazine and many other industry publications.

Away from work, Sophie is a self-confessed foodie, proud geek and lifelong learner who believes every day should be a school day. She is passionate about creating positive workplace cultures, supporting work-life balance and helping people build careers they genuinely enjoy.