Sojern’s platform to reduce reliance on OTAs

Eloise Hanson By Eloise Hanson
08 January 2020 | Updated 08 January 2020

US: Sojern, a provider of digital marketing solutions, has announced that its advertising platform is now available to independent hoteliers and chain properties in two ways.

Sojern's digital marketing solution delivers personalised advertising to consumers across multiple devices and online channels, driving potential customers directly to a hotel's website.

It is available via:

  • Subscription, or Pick Your Plan - price is fixed each month, and customers pull from their marketing budgets to leverage Sojern's branding and performance marketing solutions.
  • Commission, or Pay On The Stay - customers work with Sojern as part of their overall distribution strategy to drive direct bookings through digital channels. Sojern runs the digital campaigns, and hotels only pay for bookings.

The technology was developed to solve the problems that hotels face in managing digital advertising campaigns across several channels. Sojern's offer automatically optimises and manages campaigns to drive direct traffic and bookings.

Additional benefits such as complimentary ad creative, translation services, and local market demand insights, are also included.

Kurt Weinsheimer, chief solutions officer at Sojern, commented: "Today it's easier and cheaper than ever for a hotel to build a website and accept bookings online, but increasing the volume of qualified in-market travellers can be out of reach. What hotelier has the time or expertise to master marketing across Google, Facebook, Instagram, search, metasearch, and the next up-and-coming digital channel that we haven't heard of yet? Sojern has been providing multi-channel advertising solutions to the biggest travel brands on the planet for some time. We realised there was an opportunity to turn this expertise into simple solutions for hoteliers with smaller budgets".

On using Sojern's services, Wendy Norris from Valencia Hotel Group said: "Not only did we have more control with our marketing spend with Sojern's subscription offering, but the Sojern platform allows us to easily monitor and measure our results. We needed to reduce our rising commission expenses that were drive by cost per acquisition (CPA) campaigns and OTAs, and Sojern was able to provide access to Meta and reduce our commission expenses by moving away from the CPA model. Sojern allows us to deliver ROI, results and data that allows us to make key decisions that are performance based".

Headquartered in San Francisco, Sojern has been recognised as a Deloitte Technology Fast 500 company six years in a row. Its Sojern Traveller Platform currently serves more than 8,500 customers worldwide.

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