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Using Data to Find New Guests and Drive Direct Bookings - By Marissa Rasmussen

Prospecting and retargeting using travel intent data can drive more direct bookings for hoteliers. We break down the key definitions to ensure you understand how big data can be a big help to you.
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Using Data to Find New Guests and Drive Direct Bookings

Sojern

In our latest eBook, How Hoteliers Can Use Data to Drive More Revenue, we partnered with SiteMinder to take a look at what kind of data hoteliers can use to drive better decisions and increased revenue. One type of data is Big Data. 

Gone are the days of throwing ads out in every which way, hoping one of them grabs the attention of a traveler who is coming to your location and is interested in the type of hotel offering you have. Here are a few ways Big Data powers programmatic advertising to reach and convert new guests:

Prospecting to Find New Guests

Prospecting is reaching travelers who have a high-intent for your destination, brand, or offering but haven’t yet been to your website. Through prospecting, advertisers are able to identify a user who appears to be in-market for a hotel through first and/or third party data. Then, when that prospective guest starts surfing the internet, they begin to see ads for your hotel. With an inspiring ad, you can influence them to visit your site to book. 

For example, Sojern partners with Banyan Tree and prospects for the hotel on their behalf. By using data points such as flight or car searches that indicate a potential guest is looking for a hotel room in Banyan Tree’s location, Sojern can serve an ad to introduce them to the property. Or, if a traveler explores “Most Romantic Hotels in the Caribbean,” Sojern can deliver an ad highlighting one of Banyan Tree’s special packages to drive a booking.

Screenshot - Banyan Tree website

An example of a banner ad for a Sojern customer.

By using data points such as flight or car searches that indicate a potential guest is looking for a hotel room in Banyan Tree’s location, Sojern can serve an ad to introduce them to the property. 

Retargeting to Find New Guests

Did you know 98% of consumers don’t convert the first time they visit a website? Clearly, they are interested in your brand or property if they have visited your site. Using data, it is easy to know who has hit your site. Then, you can use programmatic retargeting to reach consumers with display ads. Thereby driving them back to your site for a booking. 

Using the beautiful Flamingo Beach Resort as an example, a potential guest visits the hotel’s direct site looking at specific dates to stay. Without booking, they may bounce to another website such as HGTV. Because Flamingo Beach Resort partners with Sojern, we receive that data. We then serve that traveler custom ads while they continue to surf the internet. Reengaged with a relevant offer, the visitor comes back to Flamingo’s site to book their stay.

Screenshot - HGTV website

By implementing a data-driven strategy, you can reach new guests and influencing them to book with you. Check out the full eBook for more tips and tricks on being a data-driven hotelier.

About Marissa Rasmussen

Marissa is Sojern's Content Marketing Associate. Indulging in her inner bookworm, watching HGTV, and playing with her puggle, Charlie, are among some of her favorite hobbies. Although she loves both, she prefers the beach over the mountains.



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