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SiteMinder & Sojern Hotel Revenue Report: “There’s plenty of opportunity to find guests online”

  Posted in Direct Bookings  Last updated 30/11/2023

Here at SiteMinder we’ve joined forces with travel marketing and data experts, Sojern, to produce a new hotel industry report titled ‘How hoteliers can use data to drive more revenue’.

This new, comprehensive report details the data-driven strategies hotels can use to attract guests, drive revenue, and optimise pricing.

Here’s a preview of the first three chapters:

Chapter #1:
Using data to find new guests

Chapter one focuses on the applications of big data in programmatic advertising, prospecting, and retargeting.

OTAs and big brands use programmatic to drive travellers back to their site to book with them – it’s the tool of the big brands because it works. The good news is that independent hotels can tap into the same power.

There’s plenty of opportunity to find and engage guests who are unfamiliar with your property and brand. Prospecting – where you reach travellers with a high-intent for your destination, brand, or offering but who haven’t yet been to your website – is a data-driven way to do just that.

Since 98% of consumers don’t convert the first time they visit a website, you can use data to know who hit your site and reach them with display ads, driving them back to you using programmatic retargeting.

There’s plenty of opportunity to find and engage guests who are unfamiliar with your property and brand.

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Chapter #2:
Data-driven strategies to drive guest retention

This chapter focuses on data-driven upselling and personalisation.

A huge benefit of direct bookings is the data you receive about your guests. Having information about your guests gives you the opportunity to offer a better experience, improve your bottom line by upselling products or packages they would be interested in, and personalise their stay.

In this day and age, personalisation is critical, not only for a great guest experience, but also for your bottom line. A simple and inexpensive way to deliver a personal experience is through your social media channels.

Chapter #3:
Using market insights to drive better marketing

The more you know about your top markets, the more effective your marketing will be. It’s important to use analytics to glean information about visitors to your hotel website and create practical strategies from this.

This chapter explains how to use destination data to plan key marketing campaigns for your hotel that will have a positive impact on your property’s bottom line.

To get the full report, simply visit Sojern’s website to download your copy.


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By Shine Colcol

Shine is the SEO and Content Manager of SiteMinder, the only software platform that unlocks the full revenue potential of hotels. With 5+ years of experience in content strategy, Shine has produced informational content across various industry topics, mostly about operations management and continuous improvement. She aims to share well-researched articles for hoteliers to discover how to optimize their time and increase room revenue.