This was something the Starwood Hotels and Resorts team in Europe struggled with in early 2016. Certain European cities were experiencing ‘softness’, meaning occupancy was below target. “Historically, we struggled to find that qualified audience of people who will book that destination at the right moment in time,” says Starwood’s Associate Director of Tactical Marketing EAME Katerina Orfanidi, “We needed to find people looking to go to ‘City X’ at a particular time.” As Sojern had already been running successful campaigns with Starwood across the EMEA region, the Starwood team knew that Sojern’s ability to build and analyse the richest traveler audience segments anywhere in the world was the key to driving direct bookings in these target areas of ‘softness’. Get the full story at Sojern