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Digital Travel & Hospitality Opps: Sonesta Hotels hires top marketer (Score 61)

served as executive brand and marketing strategist of Heritage Consulting by B+R. She will now be responsible for raising brand awareness and promoting the Sonesta's loyalty program. Keep an eye on this company because this hire may lead to higher ad spend and potentially agency reviews. 

Per Pathmatics, Sonesta earned 40.3m impressions YTD through desktop display ads (97%) and mobile display ads (3%). It placed the majority (84%) of these ads site direct onto sites such as tripadvisor.com, youtube.com, stltoday.com, expedia.com and hotels.com. It placed the remainder (16%) of these ads indirectly through Google AdX+AdSense onto sites such as visitphilly.com, nhl.com, britannica.com, southernliving.com and dmv.org. It spent around $224.9k on digital display ads YTD, a significant increase from $50.6k spent in this channel during the same time period of 2020. Full-year spend equaled $76.7k in 2020, just 5% of the $1.7m spent in this channel in 2019. 

Sellers-- Sonesta seems to be targeting Gen-X and millennials based off of the websites it placed digital ads onto. The company drastically reduced spend in 2020, which I assume is a result of cost-saving measures taken during the Covid-19 pandemic. It has already started ramping spend back up so far this year. I predict it will continue increasing spend, especially with the new chief marketing and brand officer. Sellers should contact this company to offer digital ad space. Harlow could also decide to start investing in other channels. 

Agency & martech readers-- As you know, new CMOs commonly reviews their company's agency roster as well as outsource some marketing duties. Start reaching out soon to be top-of-mind. I believe you will face competition from digital AOR Traktek Partners. It may also take care of media in-house.