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. Language English French Italian German Spanish (MX) Spanish (ES) About * About Sojern * Learn more about our story and what we're striving to achieve * Partner With Us * Join forces with Sojern * Press * Stay up to date on all things Sojern in the news * Careers * Join our team of Sojernistas dedicated to excellence within the travel industry * Contact * Looking to learn more or see a free demo? Head over to our contact page * Privacy Center * Your resource for our approach to privacy and data use Login Traveler Advertising SolutionsGuest Experience Solutions Login Solutions Platform * Sojern Travel Marketing Platform * Target your ideal travelers with unmatched precision and efficiency * Guest Experience Solutions * Engage guests before, during, and after their stay * Our Approach to Data * Learn how Sojern manages and protects permission-based data Travel Segments * Hotels * Find and engage travelers to drive direct bookings * Destinations * Inspire travelers and drive visitors to your destination * Attractions * Boost ticket sales and attendance for your attraction or experience * Airlines * Your direct route to new passengers and their loyalty Learn How Sojern’s Guest Experience Solutions Can Boost Guest Engagement for Your Property Get Started Why Sojern Travel Insights Resources * Blog * Read the latest digital marketing trends and insights * Webinars * Optimize your marketing strategy with insight from industry thought leaders * Reports * Dig into the latest in travel marketing research * Success Stories * See how others have achieved digital marketing success with Sojern Let's Talk Solutions Platform Sojern Travel Marketing Platform Target your ideal travelers with unmatched precision and efficiency Guest Experience Solutions Engage guests before, during, and after their stay Our Approach to Data Learn how Sojern manages and protects permission-based data Travel Segments Hotels Find and engage travelers to drive direct bookings Destinations Inspire travelers and drive visitors to your destination Attractions Boost ticket sales and attendance for your attraction or experience Airlines Your direct route to new passengers and their loyalty Why Sojern Travel Insights Resources Blog Read the latest digital marketing trends and insights Webinars Optimize your marketing strategy with insight from industry thought leaders Reports Dig into the latest in travel marketing research Success Stories See how others have achieved digital marketing success with Sojern About About Sojern Learn more about our story and what we're striving to achieve Partner With Us Join forces with Sojern Press Stay up to date on all things Sojern in the news Careers Join our team of Sojernistas dedicated to excellence within the travel industry Contact Looking to learn more or see a free demo? Head over to our Contact page Privacy Center Your resources for our approach to privacy and data use Language English French Italian German Spanish (MX) Spanish (ES) Search Let's Talk Back to All Posts A GUIDE FOR INDEPENDENT HOTELS: NAVIGATING THE HOTEL MARKETING LANDSCAPE WITH COOKIELESS DURABLE CHANNELS Explore strategies for independent hotels navigating the cookieless era. Kerrigan Flynn | March 1, 2024 Google's decision to remove third-party cookies from its Chrome browser has sent shockwaves through the advertising industry. Max Starkov, a seasoned hospitality and online travel tech-consultant and strategist, believes that independent hotel marketers will bear the brunt of this seismic shift. But there is light at the end of the tunnel, and it's shining on first-party data and CRM technology. GOOGLE'S THIRD-PARTY COOKIE REMOVAL: THE WHY AND THE IMPACT Google's decision to eliminate third-party cookies isn't solely driven by user privacy or regulatory compliance. Rather, it's motivated by the realization that they no longer rely on them. With an expansive database containing billions of logged-in users and their first-party data, both Google and Facebook have built what's called a 'walled garden', which holds intricate insights into their customer base. This control extends to more than 50% of global advertising spending, underscoring their dominance within digital advertising. For hotel marketers, eliminating third-party cookies underscores the importance of first-party data. Established hotel giants and massive travel platforms are equipped with extensive first-party data reservoirs. Their well-structured data encompasses booking histories, preferences, and demographic information, enabling personalized marketing strategies and tailored guest experiences. Supported by sophisticated technology infrastructure, these industry leaders are well-positioned to adapt to the post-cookie era. In contrast, smaller and independent hotel establishments may find themselves at a disadvantage. Lacking the scale and resources of their larger counterparts, they may struggle to collect, centralize, and effectively utilize first-party data. As a result, they face greater challenges in adapting to the cookieless world and optimizing their marketing strategies. FIRST-PARTY DATA: THE NEW GOLD STANDARD IN HOSPITALITY First-party data in hospitality is considered the gold standard as it comprises customer information collected directly from your interactions with guests. This data is inherently more reliable and accurate since it originates from your own channels, such as its website, booking engine, or loyalty program. You can gather valuable insights into guest preferences, behaviors, and booking patterns, allowing for more personalized and targeted marketing campaigns. Here are a few things you can learn from first-party data: * Website Interaction Data: Information on how guests interact with the hotel's website, including pages visited, duration of visits, and actions taken (such as making a reservation or signing up for newsletters). * Ad Engagement Metrics: Data on the performance of digital advertisements, including click-through rates, impressions, and conversions, provides insights into the effectiveness of advertising campaigns and audience engagement. * Audience Segmentation: Segmented data on website visitors and ad viewers based on demographics, interests, behavior, and booking history enables hotels to target specific audience segments with personalized messages and offers. * Conversion Data: Details of guests who have completed desired actions, such as making a reservation, signing up for promotions, or joining loyalty programs, help track campaign effectiveness and measure return on investment (ROI). * Retargeting Data: Information on users who have interacted with ads but have not yet converted allows hotels to retarget these users with relevant messaging to encourage them to complete desired actions. But how can you manage this goldmine of first-party data? Investing in CRM technology, and guest appreciation and reward programs is the answer. THE POWER OF CRM TECHNOLOGY A CRM system empowers you to gather, organize, and oversee all your hotel's first-party customer data, whether sourced online or offline. It automatically refines, enhances, and supplements this data in real time, establishing a comprehensive visitor profile for each guest. This wealth of information can be leveraged across various guest touchpoints, including guest communications, CRM outreach, marketing automation, drip campaigns, email marketing, personalized interactions, digital initiatives, and loyalty programs. Note: The Sojern Guest Marketing Suite is a standout platform within CRM technology in hospitality. Our tool empowers independent hotels to not just use, but truly capitalize on their first-party data. With its advanced features, you can craft highly personalized marketing campaigns that not only engage but also deeply resonate with travelers. With Sojern, you are not just communicating with guests—you’re curating unforgettable journeys and setting new standards in hospitality marketing. While Google's removal of third-party cookies may seem daunting for independent hotel marketers, it presents an opportunity to refocus on first-party data, invest in CRM technology, and build more direct, meaningful relationships with customers. Work with our hotel marketing experts today to make the most of your data in a post-cookie era. MORE ARTICLES YOU MIGHT BE INTERESTED IN blog EXPLORING COOKIELESS MARKETING: A GUIDE FOR DESTINATION MARKETERS IN THE AGE OF SOCIAL MEDIA AND SEM Bridge your data gap in a cookieless world. Read More blog UNLOCK YEAR-ROUND ENGAGEMENT: EUGENE, CASCADES & COAST ELEVATES TOURISM WITH AN ALWAYS-ON ADVANTAGE Learn the secrets to engaging your ideal visitors all year-round. Read More blog DATA-DRIVEN DECISION-MAKING: THE KEY TO DMO MARKETING SUCCESS Explore the power of data in unlocking new opportunities. Read More Slide 2 of 5. Our digital ad experience with Sojern has been nothing short of top-notch. Valencia Hotel Group tends to move quickly with various strategies, A/B testing, and consistency exploring the digital space. The creative team at Sojern works alongside with us to deliver ads that speak to our brand in a timely fashion. Sojern works very effectively with keeping our lines of communication open and being aware of our internal deadlines. When the digital ads are presented to us, the team at Valencia Hotel Group is consistently pleased with the designs delivered. They have been an amazing strategic partner. Amy Trench Corporate Director of Brand Marketing and PR "My experience with Sojern design team was very smooth and efficient. The example/template provided was very helpful, to explain what we were looking for. Based on all brand elements (ie: fonts, colors, tagline…) and a selection of pictures I provided, they were able to put together a very nice and well-balanced ad selection." Magali Simonot Complex Marketing Manager "It was an absolute pleasure working with the entire team at Sojern. We were looking for a simple way to reach potential guests on social media, and Sojern provided a simple solution. They answered all our questions quickly and put together well-designed ads that the entire staff was thrilled with and did it quickly." Knute Gregory Marketing Manager "Sojern’s ad creative offering is great! For agencies or advertisers who do not have the ability to provide their own creative, Sojern offers complimentary ad creative with media buy-in. The ad creative process is seamless and turnaround times are exceptional." Simran Gabri Manager, Digital Media "Thanks to Sojern's Reputation Manager, we can communicate with guests effectively, identify problems promptly, and resolve guest issues instantly. Instead of negative experiences, we turn them into opportunities to enhance their impression." John Garito Revenue Manager LET’S START A CONVERSATION We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform. Let's Talk Let’s take this to your inbox. Sign up for the latest updates on travel news, insights, and all things Sojern. Thank you for signing up to our Newsletter. Oops! Something went wrong while submitting the form. Please try again. Solutions HotelsAttractionsDestinationsAirlines Product Travel InsightsTraveler Marketing PlatformGuest Experience SolutionsPrivacy & Data Company Why SojernPartner With UsCareersPressPrivacy Center Resources BlogWebinarsReportsSuccess StoriesCookieless FAQ © Sojern 2024 | All Rights Reserved Terms of Service California Notice at Collection Your Privacy Choices By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookie Policy Accept All Cookies Reject All Cookies Cookie Settings PRIVACY PREFERENCE CENTER When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. 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