Partner Feature: Michael Austin from sperling.

Michael Austin is the Director of Business Development for sperling. In this position Michael leads their tourism engagement strategy and collaborates directly with resorts, attractions, and DMOs. His role includes identifying growth opportunities, consulting on brand positioning, and ensuring seamless delivery of services—from custom booking sites to paid media campaigns. He aligns client goals with measurable outcomes, working closely with their in-house team of 40+ creatives, strategists, and developers to deliver solutions that improve visitor engagement and increase ROI. He is passionate about helping tourism organizations evolve digitally and maximize their marketing potential across channels.

Sperling is a growth-driven marketing agency based in Salem, Massachusetts. Since 2008, they've partnered with 800+ clients—including destinations, resorts, and attractions—to build stronger brands and smarter marketing strategies. Named one of the 5000 fastest-growing US companies from 2022 to 2024, their 40+ person team offers web development with custom booking functionality, SEO, branding, video production, and analytics. They specialize in solving tourism-specific challenges—like outdated booking tools, seasonal visibility, and low mobile conversion—with modern, measurable digital solutions. Sperling helps tourism businesses stand out, convert visitors into guests, and tell their story online.

Sperling is actively expanding into the New York tourism market. While new to NYSTIA, they bring deep experience in hospitality marketing, including working with destinations and resorts across the Northeast. Their team has built high-converting websites, custom booking systems, and full-scale tourism campaigns that help organizations improve visibility, attract visitors, and grow year-round. They' re excited to bring their expertise and collaborative spirit to the NYSTIA community and help strengthen tourism across New York State.

"Travelers choose destinations online before they ever arrive. Our NYSTIA partnership is a chance to help New York tourism organizations level up those digital touchpoints—websites, content, campaigns—and turn interest into bookings. We’re here to support NY’s tourism industry with the tech, strategy, and creativity needed to thrive in a competitive, digital-first world."

Outside of work, Michael is a dad of four, a digital artist, and an aspiring van-lifer exploring the East Coast. He loves photography, road trips, and using creativity to make real connections—with people and places.