Stephen Taylor, SVP Enterprise Solutions at Sojern, presented on Connecting The Dots: Using Data to Create a Seamless Travel Marketing Strategy at Travel Marketing Summit 2017

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Mumbrella 2017
Stephen Taylor

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Agenda
1. The Challenge for Today’s Travel Marketers
2. Paths to Purchase
3. Using the Data: Right Message; Right Time; Right Channel

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• Have instant access to all information
• Know granular details about others’
shopping experiences & satisfaction
• Shop & compare without even
thinking about it
• Shop anywhere, anytime
• Are the savviest consumers that
marketers have ever known
Today’s Consumers

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Brands need to reach travelers where they
are, at any time, via multiple channels:

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?? ?? ?? ?? ?? ??
Books Hotel
A
Search ?? SEO
Views Hotel
B
?? SEM
Books Hotel
B
The pathway to a travel booking is as
complicated and mysterious as ever:

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The Traveller Lifecycle

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Homepage • Search • Conversion/Booking • Feeds • Realtime API Loyalty • Email • GDS • PNR Device IDs • Lat/Longs • App Usage
CRM & Loyalty Data Mobile DataAdvertiser & Partner Data
Cross-Device Identity Graph
Developing a Comprehensive View of Each Traveler

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PATHS TO
PURCHASE

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“ERIC”
• Lives in Florida
• Has a Partner and 2 Children
• Client Loyalty member
• Likes to Shop at Premium Outlets
Heavy Mobile UserTravels Frequently
Economy
Business Traveler
Luxury Leisure
Traveler
“Eric’s” Path to Purchase
Source: Sojern Internal Data

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Apr 25
Client Homepage
4x Mobile
May 26
Narrowing Travel
Dates 10x Mobile
May 29 - 30
Competitor
14 Searches
Mobile
Jun 13 - Jul 9
Compares client
Hotels Vs Luxury
Hotel Brands
Mobile
Aug 2
Considers client
for 7-Day trip for
Nov 6 Mobile
July 23
Competitor
Conversion Mobile
Aug 6
Client conversion
for Nov 6 $3,400
Desktop
June 13
Client HP and
settles on July 22
as Travel Date
Mobile
Jul 9
Books Client X-
Mas trip for Dec
23 Spend: $370
Mobile
Sept 6 - Oct 1
Flight Searches
NYC to MCO for 6
people for Nov 6
October 1 - 3
Searches/Books
Car for Airport to
client location
for Nov 6
Sept 1
Client conversion 1
day trip on Sept 4
Mobile
“Eric’s” Path to Purchase
Source: Sojern Internal Data

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Apr 25
186 Client
Interactions
55 Competitor
Interactions
111 Hotel Searches
30 Flight Searches
13 Car Searches
7 Cruise Searches
3 Client Conversions
1 Competitor
Conversion
451 Travel Touchpoints
“Eric’s” Path to Purchase
Oct 3

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“ERIC”
• Lives in Florida
• Has a Partner and 2 Children
• Client Loyalty member
• Likes to Shop at Premium Outlets
Heavy Mobile UserTravels Frequently
Economy
Business Traveler
Luxury Leisure
Traveler
“Eric’s” Path to Purchase
Source: Sojern Internal Data

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Early Booker Last Minute Booker
Early Planner Opportunist
Economical Willing to Splurge
Mobile-Heavy User Desktop Conversion
Local Resident Visits from New York
Family of 4 Books for 5+
Shops at CompetitionLoyal to Client
The Multi-Faceted Traveler
Source: Sojern Internal Data

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KEY STARTING POINTS
• 49% of travelers began their path
with a Homepage visit before
planning travel
• 37% begin with a Flight Search
• 8% begin with a Hotel Search
Analyzing the Client X Traveler
Source: Sojern Internal Data

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IDENTIFYING KEY PATHS TO PURCHASE
The most common paths to purchase will demonstrate more
frequent behaviors and how much of your footprint it contains.
Home Page
Flight Search
Home Page
Hotel Search
Home Page
Flight Search
Flight Search
Hotel Search
Home Page
Home Page
Hotel Search
Home Page
Flight Search
Home Page
Flight Search
Hotel Search
Home Page
Flight Search
Flight Search
Car Search
Home Page
Flight Search
Home Page
Hotel Search
Flight Booking
Flight Search
Flight Search
Hotel Search
Flight Booking
Home Page
Home Page
Home Page
Home Page
Home Page
Flight Search
Flight Search
Home Page
1
2
3
4
5
6
7
8
9
10
Analyzing the Client X Traveler
Source: Sojern Internal Data

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EVALUATING TRAVELLER ATTRIBUTES
The attributes of your travelers give insight into different event types
they’ve performed up to and after their activity on client HP visit.
Analyzing the Client X Traveler
Source: Sojern Internal Data

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Value of Customer
NeedforEarly
Exposure
Analyzing the Client X Traveler
Source: Sojern Internal Data

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Performance Display
Video, Native, Display
Video
Facebook DAT
App Install
In app targeting
In app targeting
In app targeting
Centered on dynamic personalization, deeper data integrations and a XD ID
Offers Across The Traveller Lifecycle

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Thank You!
Stephen Taylor
SVP & MD
stephen.taylor@sojern.com
+1.415.619.9101