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Sojern announces platform enhancements to AI-powered audiences

Sojern, a leading digital marketing platform for the travel industry, announced the latest version of its Sojern Travel Marketing Platform with enhanced Artificial Intelligence (AI)-powered audiences. Sojern has leveraged its long-standing AI capabilities to provide expanded support for more than 10 000 travel marketers annually. Customers include hotels and resorts of all sizes, destinations, attractions and airlines.

‘Our customers needed to respond swiftly to the rapidly evolving digital marketing landscape, so during the pandemic, we expanded our automation and AI capabilities. It all begins with data, specifically the Sojern Traveler Ecosystem™, which powers our platform with billions of travel intent signals from thousands of travel brands in every corner of the globe,’ said Kurt Weinsheimer, Chief Solutions Officer at Sojern.

‘While AI is making headlines now, we’ve been harnessing its capabilities for years and are excited to announce these new updates. It takes several years to develop and refine the sophisticated AI models that power our platform, however with our 15 years of experience and deep technological expertise, we have a significant advantage in delivering results with AI-powered audiences in the latest iteration of our platform.’ 

Sojern’s AI-powered audiences offer travel marketers a strategic advantage in optimising their marketing investments. By leveraging AI technology, marketers can make informed decisions on resource allocation, effectively targeting the right customer segments for maximum return on investment and business impact. Through automated audience segmentation and optimisation, brands engage with relevant audiences in real time, achieving greater precision, efficiency and cost-effectiveness.

In response to increasing demand for personalised experience and 71% expressing their expectation of personalisation from companies, Sojern’s data-driven approach enables brands to deliver highly tailored campaigns at scale, while adhering to data privacy regulations. The result is a more strategic and impactful marketing strategy that drives new traveller acquisition, boosts direct bookings and maximises guest loyalty. 

Here are the three key enhancements to Sojern’s AI-powered audiences, built to address travel marketers’ objectives, on the Sojern Travel Marketing Platform:

1. Integration of 1st party offline data: By integrating customers’ offline data – including unified access to historical booking data across various distribution channels – Sojern empowers marketers to gain greater visibility and develop more robust audiences. Combining offline data with AI-powered audiences provides deeper insights into consumer behaviour and preferences, facilitating the creation of highly targeted and personalised campaigns. The platform also enriches and scores offline customer data, helping marketers identify and prioritise conversion-ready customers. Overall, this integration empowers travel marketers to build a holistic and data-driven marketing solution, leading to improved engagement and better business outcomes.

2. Enhanced support for reactivation: Sojern’s Platform gives marketers a distinctive capability to leverage AI-powered audiences to reactivate prior guests and loyalty members. This capability allows advertisers to identify and engage with previous customers who are currently in the market, driving loyalty throughout the customer journey. By combining reactivation with AI-powered prospecting and retargeting, Sojern’s full funnel strategy ensures increased return on investment and heightened customer satisfaction. 

3. Expanded audience activation: Sojern’s AI-powered audiences can now be activated with more control and flexibility in activation through the Traveler Audiences To-Go offering. Advertisers can activate these audiences across multiple advertising platforms of their choice, such as DV360, Xandr, Meta and YouTube, broadening their reach and providing greater convenience and flexibility.

Another significant benefit of Sojern’s AI-powered audiences is the integration with extensive data partnerships. By enriching retargeting, reactivation and prospecting audiences with data from Sojern’s Traveler Ecosystem, advertisers gain a broader view of customers beyond their owned channels or walled garden media platforms. The use of durable identifiers illuminates blind spots in a privacy-compliant manner, enhancing audience quality and enabling real-time identification of consumers in-market. As a result, AI-powered audiences effectively reach the right audience at the right time with the right message.

‘At Sojern, we’ve always believed in AI’s potential to enhance the travel experience. The latest iteration of our Platform benefits both our travel marketing customers and their end consumers,’ Weinsheimer added. 

Leveraging data-driven digital advertising, Sojern has consistently adapted to meet the changing marketing needs of travel brands. Today, Sojern has evolved into a robust platform business. 

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