Case Study: Novotel Miami Brickell increases direct bookings and reduces OTA dependency with Sojern

Novotel Miami Brickell cuts OTA bookings by 29% with Sojern

Novotel Miami Brickell, a modern 4-star hotel, was struggling to raise its brand profile in the competitive Miami market and was heavily dependent on OTA bookings. They partnered with vendor Sojern and its Pay on the Stay multichannel marketing package to drive more traffic directly to their own website and grow their share of direct bookings.

Sojern implemented a solution using its Traveler Ecosystem to engage travelers searching for Miami trips across programmatic display and social media, inspiring them to book directly. This partnership resulted in a 29% reduction in OTA bookings, which were replaced with direct bookings. In 2022 alone, Sojern drove approximately $435,000 in direct revenue for the hotel and provided longer booking lead times for better forecasting.

Novotel Miami Brickell