OTAs and big brands use programmatic to drive travellers back to their site to book with them – it’s the tool of the big brands because it works. The good news is that independent hotels can tap into the same power. There’s plenty of opportunity to find and engage guests who are unfamiliar with your property and brand. Prospecting – where you reach travellers with a high-intent for your destination, brand, or offering but who haven’t yet been to your website – is a data-driven way to do just that. Since 98% of consumers don’t convert the first time they visit a website, you can use data to know who hit your site and reach them with display ads, driving them back to you using programmatic retargeting. Get the full story at SiteMinder