Why Programmatic Advertising is Essential to Travel Marketers
Programmatic advertising is essential for travel marketers.
Programmatic advertising is essential for travel marketers to match the right travel options with the right audience—helping marketers serve the right ad at the right time. And the use of programmatic advertising continues to grow.
One of the exciting things about programmatic advertising, where advertising has gone, is that it's moved from the old days where you blindly targeted against travel content, to where you can actually target travelers. Used to be that if you wanted to find a traveler online, you'd buy an ad on Yahoo! Travel and hope that user was searching for your market. This wasn't very accurate, because a lot of time travelers who viewed that ad wasn’t going to your market or looking at your type of hotel. Yes, they were a traveler, but nobody that you could ever target.
Fast forward to today. Programmatic allows you to understand an audience and target against them, no matter where they are online. So, if I know that you're planning to travel to Chicago, I don't need to go to a visit Chicago content page. I can target you anywhere, online, on mobile, on Facebook, in real-time. This makes sure that your money is being spent the most efficiently and effectively, because you're targeting real travelers, who you know are the right people for you.
Programmatic advertising allows marketers to perform multivariate testing. Advertisers can create more intelligent messaging by testing different audiences, along multiple cross-device paths. This continual testing process gives advertisers key insights to help reduce their overall ad spend.
Hotels with limited budget struggle to compete with others with billions of marketing dollars. If I were a hotel marketer I would use programmatic advertising - it's more cost efficient as compared to a billboard or a newspaper ad. When you partner with Sojern, we have the travel intent data for you to be able to target in-market travelers who has decided to come to your destination and we can influence them with a banner advertisement of your hotel.
Align your digital marketing strategies with eco-conscious efforts.
Think outside of traditional seasonal advertising with always-on marketing.
AI-driven tools help marketers to deliver multichannel campaigns at scale.
“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.