Real-time marketing and Big Data have opened big opportunities for marketers when it comes to hyper-targeting their prospects. This is particularly true of the heavily-digitized travel marketing sector (example: Best Western CMO Dorothy Dowling recently told us 88% of Best Western’s hotel bookings are done online). Sojern, a performance marketing platform for travel brands, has specialized in delivering that particular message that each unique user is looking for before traveling. We asked Andrés Franklin, commercial director for Latin America at Sojern, to spell it all out for us.
Travel is complicated. And people, when they travel, behave differently than they usually do. To any advertiser trying to connect a product or service with targeted audiences, a traveler is different than any other target.
Andrés Franklin, commercial director for Latin America at Sojern, says it best: “Travel is unique because I am equally as likely to buy a shirt today as next week: all it takes is a bit of tomato sauce, and there you go. While many of us are travelers, we are not in the market to purchase travel at all times.” It’s not enough for a five-star hotel chain or luxury cruise line to simply target people who travel. What’s the point in investing money in a campaign, only to reach backpackers that can’t afford your hotel rooms? “I don’t want to speak to the five-star hotel’s target audience the same way I do to people traveling by discount fares and trains,” Franklin adds. But it’s easier said than done.
Latin America has very fragmented hotel markets.
To Franklin, it’s all about finding ways to provide very tailored and ROI-effective solutions for advertisers in the tourism industry. “Hotels want to be right there with a compelling message that is relevant to that traveler, for his or her particular destination, with an offer for specific dates or seasons,” Franklin says. “So we have data partnerships with data suppliers like airlines and OTAs, and are using a programmatic, data-driven media buying platform for the traveler these clients want to target. We can buy media that is highly targeted and deliver very customized messages to individual users.”
Partnership with Travelclick
Sojern just partnered with TravelClick to share targeting and data-driven advertising resources and offer an extensive and complete media solution. Of the partnership with Travelclick, a global provider of data, ecommerce and internet solutions to the hospitality industry, Franklin says: “What we are trying to accomplish is marry those two things. What’s in it for both is ability to impact more properties and bringing this sophisticated media solution to hundreds of properties across Latin America, the Americas and the world.”
These smaller hotels can see impressive ROI, but only through reduced marketing and distribution costs. Markets like this, that demonstrate so much longtail, are challenging, as it typically takes “a lot more time to get to the same volume of people.” Having aggregated its technology, Sojern is particularly useful in facing this industry challenge.
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