Using Sojern, Novotel Miami Brickell raises brand awareness and reduces OTA dependence.

Novotel Miami Brickell

Goal

The team at Novotel Miami Brickell was struggling to raise the profile of their brand in a competitive market. They were also heavily dependent on OTA bookings, and were looking to drive traffic to their own website and grow their share of direct bookings.

Solution

In April 2021, the Novotel Miami Brickell partnered with Sojern on their Pay on the Stay marketing package—a multichannel marketing solution where Sojern runs digital advertising on the hotel’s behalf. With the Sojern Traveler Ecosystem™️, Sojern can see people actively searching for travel to the Miami area. Sojern then engages these would-be travelers across programmatic display and social media, inspiring them to visit the Novotel Miami Brickell website. Once there, they can book directly with the hotel. Since partnering with Sojern, the Novotel Miami Brickell has managed to raise their profile and drive more traffic directly to their website. Direct bookings have increased, and they’ve managed to reduce their share of OTA bookings by 29%.

"Working with Sojern has been a game-changer for us, it has really helped to move the needle. They are by far the top-performing partner that we work with, and also the one that requires the least amount of effort from my side. They have a direct impact on my website bookings, with revenue that I wasn’t making before."
Marina Temino

Director of Sales and Marketing

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Results

29% reduction

in OTA bookings since partnering with Sojern, replaced with direct bookings

Longer lead times

from Sojern-driven bookings, resulting in better forecasting

~$435,000

in direct bookings in 2022 alone

Package Used

Pay on the Stay

Channels

Display

Social

Industry

Hotel

Novotel Miami

Discover a tranquil retreat two blocks from the heart of the Financial District at Novotel Miami Brickell. Featuring a lobby design inspired by the city’s beachfront culture and colors, our contemporary Downtown Miami hotel is adjacent to Simpson Park, a preserved swath of hardwood forest. Sweeping views of the tree canopy, framed by skyscrapers and sparkling Biscayne Bay, give our rooftop pool and bar the feel of a tropical resort.

When you’re ready to explore the area, it’s less than a 10-minute walk to South Miami Avenue and its buzzing bars, tempting restaurants and upscale shopping centers. Business travelers can make the short stroll to financial institutions and corporate offices on Brickell Avenue. A nearby Metrorail stop puts the rest of the city within easy reach. Enjoy seamless connections to the cruise port and top Miami attractions, including Bayfront Park, FTX Arena and Vizcaya.

At Novotel Miami Brickell, the best of the city is at your doorstep.

Visit Novotel Miami Brickell