We recently had the pleasure of participating in Leonardo’s first-ever Digital Marketing Summit for Hoteliers, “The Evolving Shopping Journey and Its Impact on Direct Bookings.” Hoteliers from all over the world gathered together to learn about how to navigate 7 phases of the travel shopping journey – Inspiration, Research, Planning, Validation, Booking, Traveling, Sharing – to drive more direct bookings. In particular, Sojern focused on programmatic advertising and how important it can be in an independent hotelier’s digital marketing arsenal. In starting off the presentation, we polled the audience to understand everyone’s level of comfort and understanding with programmatic. The results were not surprising, though certainly spoke to the amount of opportunity that hoteliers have in front of them: - 25% of hoteliers polled use programmatic advertising, - 17% of the hoteliers in attendance do not use programmatic, - The majority of hoteliers - 57% - weren’t sure what programmatic is. Get the full story at Leonardo