Reaching the Right Travelers Starts With the Right Audiences
Quality over quantity is key and starts with finding the right audiences.
As a destination marketer, you aren’t just looking to fill your destination with travelers, you’re putting a greater focus on finding the right travelers for your destination. Quality over quantity is key. These travelers will stay longer, spend more, enjoy more experiences while there, appreciate and honor the local culture, and come back often. As the world has reopened and travelers are seeking new experiences, combined with the increase in travelers desiring more sustainable travel, destinations need to be very thoughtful about their approach to attracting tourists.
It goes much deeper than demographic and geographic targeting. Utilizing niche audience segments that factor in behaviors and actions helps you find the ideal travelers for your destination. Whether you’re driving awareness with event planners to bring in corporate business and conventions, or getting your message in front of leisure travelers searching for a weekend getaway, you’re looking for a unique set of travel audiences who have different motivations and needs for their trip.
We understand the importance of getting in front of the right audiences for your destination, so we’ve crafted audience and targeting strategies to help you reach them online. Your destination is special, and we’ll get your message in front of the right travelers at the right moment to pique their interest and inspire them to experience all you have to offer.
Alternative Destination Targeting: Target travelers searching or confirming travel to a destination other than yours to redirect their plans.
City Breakers: Connect with travelers who are looking for a long weekend in an urban destination.
Competitive Conquesting: Reach travelers interested in your destination or other similar destinations with timely and relevant messages.
Cruise Ports: Incentivize travelers to spend more time and money in the port cities associated with their upcoming cruise.
Direct Flight Routes: Travelers love not having to connect, so let them know about simpler routes to your destination on specific airlines.
Disaster Recovery: Should a natural disaster occur (hurricane, fire, earthquake, volcano, etc), Sojern can provide additional support on campaigns.
Events: Create and deploy specific campaigns for large gatherings like weddings, food and music festivals, and sporting events.
History, Art, and Local Culture: Connect with travelers looking to see the rich historical sites, museums, art galleries, and other local experiences your destination offers.
Inclusion: We can help extend your welcome to more diverse audiences and specific groups, including LGBTQ+ and more. We can also help highlight accessibility for disabled travelers.
Meetings, Incentives, Conventions and Events (MICE): Reach event planners booking for larger, specialized gatherings.
Nature Enthusiasts: Inspire visitors to enjoy all of the outdoor experiences in your destination.
Remote Workers: “Work from home” is quickly becoming “work from anywhere”. Take advantage of this phenomenon and reach travelers who take these extended business/pleasure trips.
Seasonal Sales: Get the word out about your winter escapes, summer getaways, fall promotions, and spring sales.
Sustainable Focused Travelers: Reach travelers who exhibit eco-friendly search behaviors and disperse them to less congested areas by promoting locations you want travelers to go.
Can we help you get your message in front of the right travelers? Connect with a destination’s expert today to learn how we can create custom audiences and strategies for your destination.
Capitalize on increased demand during major events to drive bookings.
Align your digital marketing strategies with eco-conscious efforts.
Cory Jobe shares his always-on marketing experience with Sojern.
“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.