Co-Op Marketing Can Drive Recovery for DMOs, Hotels, and Attractions
Now is the time to get creative with your Co-op digital marketing strategy.
Picture this, you’re stuck at home with a pandemic in full swing. You’re surfing social media aimlessly, looking for a connection with the outside world. You scroll by an ad with a backdrop of mountains and blue skies, what looks like a lovely, safe retreat from your four walls. It’s a destination in Montana you’ve never heard of–the mountains in Colorado usually call your name and admittedly, you’ve had your eye on some of those destinations recently. But now, you’re officially inspired to try a new destination.
This is just one example of the millions of people who are inspired online to travel, especially during Covid-19, as people spend record times online. But, Covid-19 has also brought immense struggles to the travel industry. Destination Marketing Organizations (DMOs) find themselves cut off from crucial funding to drive digital marketing strategies. Local businesses within these destinations are struggling as well, as hotels rely heavily on occupancy and attractions need people to come to see them. How can DMOs, hotels, and attractions continue to stay visible in a time where potential travelers are more hungry than ever for inspiration, yet marketing funds are nearly gone?
The answer lies within Co-Op Marketing. As they say, with challenge comes massive opportunity. It’s more important than ever for DMOs, hotels, and attractions, both big and small, to band together to drive results. That is what a Co-Op Marketing program can offer–the opportunity to pool marketing budgets and messaging to drive incremental visitation to a destination and direct bookings to key partners. Key takeaway: Co-Ops have historically been prohibitively expensive, but now, small DMOs, attractions, and hotels can participate and maximize funds with Sojern’s matching funds program.
“We believe strongly that this moment [COVID] is showing everyone how important it is to work together to promote a destination. It's a moment where there are less resources, and you need to be more precise, and potentially you need to be very fast. It's very important to stay close [to partners] and to work together.” – Luca Martinazzoli, CEO, Milan and Partners
Now is the time to get creative with your Co-Op digital marketing strategy. Target those domestic road trippers or families looking for a change of scenery. Test out in-state or regional marketing efforts like Visit California did with their “Calling All Californians” campaign. Or, you can try something really out of the box like the Faroe Islands did, giving would-be travelers a chance to pilot a drone, even 10,000 miles away, to explore their destination. Like these ideas and want to read more? Sojern partnered with Skift to release a comprehensive report on all things Co-Op Marketing. In the report you’ll find:
Align your digital marketing strategies with eco-conscious efforts.
Meet your hotel marketing goals throughout the complete buyer journey.
A deep dive from a DMO expert on co-op marketing for destinations
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.