What features could Sojern add to its travel intent data to provide more actionable insights for hotel marketers?

Introduction

To improve Sojern's travel intent data for hotel marketers, we need to identify and implement features that provide more actionable insights. This will involve analyzing current offerings, understanding user needs, and developing innovative solutions that align with market trends and Sojern's strategic goals. I'll approach this by examining user segments, pain points, potential solutions, and metrics for success.

Step 1

Clarifying Questions

• Looking at Sojern's position in the travel data market, I'm curious about the current depth of intent data. Could you elaborate on the types of data points Sojern currently collects and provides to hotel marketers?

Why it matters: Determines the baseline for improvement and identifies potential gaps. Expected answer: Basic search and booking data, demographic information, and some behavioral patterns. Impact on approach: Would focus on expanding data types or enhancing existing data analysis.

• Considering the evolving nature of travel planning, I'm wondering about the timeliness of Sojern's data. How frequently is the intent data updated, and what's the typical lag time between data collection and availability to marketers?

Why it matters: Influences the relevance and actionability of insights. Expected answer: Daily updates with a 24-48 hour lag time. Impact on approach: Might prioritize real-time data processing or predictive analytics.

• Given the importance of personalization in marketing, I'm interested in the granularity of Sojern's data. How detailed is the current segmentation capability for hotel marketers using the platform?

Why it matters: Determines the level of targeting precision currently available. Expected answer: Basic segmentation by demographics and broad travel preferences. Impact on approach: Could focus on micro-segmentation or AI-driven personalization features.

• Considering the competitive landscape, I'm curious about unique data points Sojern might have access to. Are there any exclusive data partnerships or sources that set Sojern apart in the market?

Why it matters: Identifies potential competitive advantages to leverage. Expected answer: Partnerships with several major OTAs and airlines for booking data. Impact on approach: Might explore ways to further capitalize on these unique data sources.