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Introduction
The Accor South East Asia team sought to help their portfolio of nearly 400 properties during the COVID-19 pandemic. They partnered with Sojern to educate their stakeholders at the property level about digital marketing, as well as work with them on Sojern’s Pay on the Stay package, to drive direct bookings.
Objectives
A long-standing Sojern partner, Accor, felt the impacts of the COVID-19 pandemic as everyone did in travel and hospitality. As each market was under their own set of travel restrictions, and in various stages of allowing tourists in, the central Accor SEA wanted partners who would drive direct business for their hotels and usher them through this challenging period.
"Our relationship with Sojern isn’t new, we’ve worked together for many years. When the pandemic hit, we only wanted to invest in channels and partners who could drive business for us. Sojern gave our hotels a way to drive direct bookings in challenging times. And more than that, Sojern has been instrumental in educating our people at the property level about the fundamentals of digital marketing, ensuring our hotels are just as bought in as we are. Hats off to the Sojern team, they’ve been a brilliant partner."
Solution
Starting in 2020, Sojern partnered with Accor inSouth East Asia to introduce their Pay on the Stay marketing package to their portfolio of nearly 400 properties. Pay on the Stay harnesses the Sojern Traveler Ecosystem™. Sojern finds people actively in-market for travel to destinations with participating Accor properties. Sojern then engages these would-be travelers across programmatic display and social media, inspiring them to visit the property’s website where they can book directly with the hotel. Pay on the Stay gives hotels multichannel marketing where Sojern runs digital advertising on their behalf, and they pay Sojern a commission after a completed stay. Sojern also took the time to educate the local hoteliers about the importance and benefits of digital marketing, and how the direct bookings that Sojern drives would aid them in their recovery. What’s more, all participating hotels benefitted from Sojern’s in-house team of digital designers. They work with each property to create bespoke ads for their specific hotel, while complying with Accor’s overarching brand guidelines.
About the Partnership
Host:
Agency:
Hotel Partner:
Attraction Partner:
"Our relationship with Sojern isn’t new, we’ve worked together for many years. When the pandemic hit, we only wanted to invest in channels and partners who could drive business for us. Sojern gave our hotels a way to drive direct bookings in challenging times. And more than that, Sojern has been instrumental in educating our people at the property level about the fundamentals of digital marketing, ensuring our hotels are just as bought in as we are. Hats off to the Sojern team, they’ve been a brilliant partner."
