Sojern enhances platform with AI-powered audiences

Sojern has release the latest version of its Sojern Travel Marketing Platform with enhanced Artificial Intelligence (AI)-powered audiences.

Leveraging its longstanding AI capabilities to provide expanded support for more than 10,000 travel marketers annually, Sojern’s customers comprises hotels and resorts of all sizes, destinations, attractions and airlines.

Sojern’s AI-powered audiences enable marketers to make informed decisions on resource allocation and target the right customer segments

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 per cent 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, resulting in a more strategic and impactful marketing strategy that drives new traveller acquisition, boosts direct bookings, and maximises guest loyalty.

“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.

“We have competitors that are just now building AI functionality, and I can tell you first-hand that it takes several years to develop and refine the sophisticated AI models that power our platform.”

The three key enhancements to Sojern’s AI-powered audiences include:

Integration of first 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.

Enhanced support for reactivation
Sojern’s platform enables 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.

Expanded audience 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.

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