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English EspañolDeutschFrançaisItalianoPortuguêsไทย简体中文عربي About * About Sojern * Learn more about our story and what we're striving to achieve. * 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. Login Solutions * Hotels * Find and engage travelers to drive direct bookings. * Attractions * Boost ticket sales and attendance for your attraction or experience. * Destinations * Inspire travelers and drive visitors to your destination. How Travel Marketers are Activating Digital Advertising Download Report Platform Why Sojern Travel Insights Resources * Blog * Read up on the latest digital marketing trends and insights to grow your travel business. * Webinars * Optimize your digital marketing strategy with thought leaders in the travel industry. * Reports * As your travel marketing partner, we work hard to understand the latest in travel marketing so you don’t have to. * Success Stories * Learn how others have optimized their digital marketing strategies with Sojern. Let's Talk Solutions HotelsAttractionsDestinations Platform Why Sojern Travel Insights Resources BlogWebinarsReportsSuccess Stories About About SojernPressCareersContact English EspañolDeutschFrançaisItalianoPortuguêsไทย简体中文عربي Let's Talk Back to All Posts USING ALWAYS-ON STRATEGIES TO COMPLEMENT SEASONAL CAMPAIGNS Always-on is always thinking ahead, and capitalizing on potential bookings. Kerrigan Flynn | September 5, 2022 Travelers today are bursting with ideas on where they want to travel, who they want to visit, and what they want to see. People are planning trips 24 hours a day, 365 days a year, and it’s time for travel marketers to be strategic in this reality. Always-on is always thinking ahead. Your property may be at 98% occupancy now, but turning "off" your digital marketing means you're missing out on potential bookings in the future. Taking a dynamic, always-on approach to digital marketing can take your strategy to the next level. WHAT IS ALWAYS-ON MARKETING? Always-on marketing uses first-party data to segment your audiences and then analyzes the intent signals of those audiences to better understand how and when to engage with them. The way travelers are planning trips has changed, and always-on strategies ensure you’re getting in front of travelers likely to book even in the low seasons. “Instead of advertising only during certain windows to drive peak bookings, there’s no reason you shouldn’t be advertising in the low season, and finding new reasons to attract travelers. Traditional booking patterns—like the idea that people book for spring break in January—are shifting, so the same tactics no longer work,” says Noreen Henry, chief revenue officer at Sojern. As we try to reach travelers at every touchpoint, travel marketers need a strategy capable of anticipating a traveler’s motivations to then share the most relevant information at the right time. ALWAYS-ON SUPPORTING TRADITIONAL CAMPAIGNS Always-on strategies can easily complement your seasonal campaigns. By segmenting your audiences and listening to what the data is telling you about them, you can engage them with relevant messaging year-round. Then, when you run a seasonal campaign and they start narrowing down their options, they will choose you when it’s time to book. This dynamic approach allows you to shift your thinking away from achieving campaign performance during a certain time frame to making gradual improvements over time. By taking away those limits, you can better understand your audiences and continuously optimize and improve performance. With this data-driven approach, you can make informed marketing decisions based on the numbers. But, without continual testing, you might still be making assumptions about your audiences. A/B TESTING YOUR ALWAYS-ON STRATEGY By testing your campaign learnings, you can establish performance baselines and then test your decisions. Without it, travel marketers can miss out on intent signals that are critical to improving their ad targeting, performance, and scale. “When it comes to optimizing your marketing campaigns to get the best performance, testing plays a critical role. We do a lot of A/B testing on different elements of the ads to see what works best—whether that’s the images used, the ad copy, the calls to action, or various design elements. By implementing different versions of the ad we’re able to see which ads are converting,” says Henry. It’s time to use data and technology to your advantage and expand your marketing strategies. Implementing seasonal campaigns and a continuous, always-on strategy allows you to reach travelers the moment they start dreaming about their next trip. To learn more and access the full interview with Henry and other industry experts, hospitality customers, and digital marketing partners, check out our recent report with Skift, 6 Ways Hotels Can Maximize Revenue in an Evolving Data Landscape. MORE ARTICLES YOU MIGHT BE INTERESTED IN This is some text inside of a div block. October 4, 2022 SOJERN RECOGNIZED FOR GLOBAL CUSTOMER SUPPORT CAPABILITIES BY HOTEL TECH REPORT Sojern has earned Hotel Tech Report’s Level III GCSC Read More This is some text inside of a div block. October 3, 2022 FOUR WAYS TO JUMPSTART YOUR SUSTAINABILITY STRATEGY Share your destination's values to attract your ideal traveler. Read More This is some text inside of a div block. September 26, 2022 USING OBJECTIVES TO MEASURE MULTICHANNEL CAMPAIGNS FOR HOTELS Discover what your business values within your multichannel strategy. Read More Slide 2 of 2. "Working with Sojern has been smooth sailing since day one. It’s a no brainer because we only pay Sojern a commission on completed stays that they drive. Our direct bookings have more than doubled compared to when we started working together." Darrick Eman Corporate Director of International Sales & Marketing “We have seen a significant improvement compared to the previous year in terms of performance; more than 37% in CTR and 15% in revenue. This is the result of optimization and understanding the audience.” Rafael Salinas Digital Media Buyer & Trafficking “The data that Sojern provides and their understanding of the target audience is one of the strongest points of the company. The insights they presented after the campaign are very valuable for our future projects.” Artur Pielaszek Deputy Director of Marketing “Sojern has become one of our closest partners when it comes to performance. I don't think we have a single campaign where Sojern is not the key partner. If it's not broke, don't fix it.” Branislav Ilic Digital Performance Director, iProspect “I really appreciate how easy it is to use. The direct bookings just keep coming in and there’s not a lot of upkeep on my end, which is nice being a busy property with multiple departments.” Terra Wagner Lodging Manager, Little River Inn With today’s competitive market, it’s imperative for us to find tailored marketing solutions that both amplify the distinctive stories across our diverse portfolio and support hotelier efforts to drive direct bookings. Sojern’s customizable offering makes it easy for our collection of independent hotels to gain visibility and drive business in key digital acquisition channels. Marissa Brady Senior Director Hotel Direct Digital Marketing, Leading Hotels of the World “The Sojern team has been great at providing insights and helping us to make more data-driven decisions. They’re ahead of the game in connecting multiple data points and solving this puzzle for the tourism industry.” Linn Totland Marketing Manager, Fjord Norway Slide 2 of 5. GAIN EVEN MORE INSIGHT INTO TRAVEL MARKETING WITH SOJERN REPORTS 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. View Reports Combined Shape Created with Sketch. Combined Shape Created with Sketch. Combined Shape Created with Sketch. Combined Shape Created with Sketch. Combined Shape Created with Sketch. 9.7 out of 10 based on 59 reviews Read our reviews 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. Solutions HotelsAttractionsDestinations Product Travel InsightsTraveler Marketing Platform Company Why SojernCareersPress Resources BlogWebinarsReportsSuccess Stories Verified by * * * * * 62 reviews Read our reviews © Sojern 2022 | All Rights Reserved Terms of Service | Privacy Center By clicking “ACCEPT ALL”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information. PreferencesDenyAccept All Privacy Preference Center When you visit websites, they may store or retrieve data in your browser. This storage is often necessary for the basic functionality of the website. The storage may be used for marketing, analytics, and personalization of the site, such as storing your preferences. Privacy is important to us, so you have the option of disabling certain types of storage that may not be necessary for the basic functioning of the website. 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