• by Ray Schultz , Columnist, March 5, 2025

Email marketing can help hoteliers engage with travelers. But many hotels lack the time, expertise and budgets to effectively use it.

Hospitality marketing platform Sojern is trying to help them with a new service. It claims it can help hotels -- those without internal resources -- run targeted email campaigns that lead to engagement and bookings. 

The new solution connects with the hotel's property management system to unlock guest insights. Sojern’s automated offering frees hoteliers from manual tasks, allowing them to focus their work on the customer experience, the firm contends. 

"Today's travelers increasingly seek personalized experiences, from their destination choices to their on-property stays," says Noreen Henry, chief revenue officer at Sojern. "In fact, 90% of consumers expect brands to understand and anticipate their needs.”

Hotel guests in particular expect tailored experiences and a high degree of personalization. 

Many hotels still receive bookings from online travel agencies (OTAs). Skift forecasts that direct digital channels will surpass OTAs as the dominant hotel-booking channel by 2030, pulling $409 billion in direct bookings compared to $333 billion from OTAs, Sojern says.

Sojern’s new service connects with its Guest Marketing Suite. Its pricing model is based on performance, it adds.

One early Sojern user is Daryon Hotels. Sojern’s email marketing campaigns “have been a game-changer, helping us reach the right audience and drive more bookings,” says Nicole Willams, principal/vice president sales and marketing, Daryon Hotels International.