Sam Trotter

Brand & Digital Strategy

Sam Trotter is reshaping what it means to connect with guests. With roots in luxury hotels and high-end restaurants, he blends creativity, technology, and a human touch to help brands tell their story in ways that matter.

At The Indigo Road, Sam champions AI, automation, and data-driven strategies not for their own sake, but as tools to give teams more room to focus on what counts most: crafting memorable experiences for every guest. His work proves that innovation and genuine service don’t just coexist—they elevate one another.

A recognized voice in hospitality, Sam shares his insights through industry publications, conferences, and collaborations, always exploring how technology can strengthen connection without losing warmth.

When he’s not thinking about the next great guest experience, Sam is on the water boating or surfing, or at home attempting to grill steaks without burning them alongside his wife, Kate, and their two kids.