Week 40 - Sept 25

RateGain to Buy Sojern in $250 Million Deal, Expanding Its Marketing Reach
RateGain aims to acquire U.S.-based martech company Sojern in a deal set to make it a $310+ million company. India-based RateGain Travel Technologies has struck a deal to acquire U.S.-based Sojern for $250 million. Sojern, a private company founded in 2007, offers marketing services to the travel industry and guest experience solutions. With more than 13,000 clients, from independent hotels to destination marketing organizations and airlines, the company recorded $172 million in revenue in 2024, with the vast majority of it coming from the U.S. and Europe.

https://skift.com/es/2025/10/02/rategain-to-buy-sojern-in-250-million-deal-expanding-its-marketing-reach/

SiteMinder data reveals challenges the sector is facing
Small accommodation businesses worldwide spend more time managing daily operations than attracting guests, according to new research from hotel guest acquisition and revenue platform, SiteMinder.
The study, which uncovers challenges in the small accommodation sector, shows that nearly half (49%) of small accommodation providers prioritise property management tasks over guest acquisition, while only 16% dedicate more time to growing their bookings.
Despite these pressures, 53% of small hoteliers say they would prefer to focus on guest acquisition. However, 40% cite ‘lack of knowledge’ as the biggest barrier to adopting technology that could help attract more guests, while 29% maintain static room pricing, either never changing their rates or adjusting them only once annually.
https://www.travolution.com/news/travel-sectors/accommodation/as-few-as-16-of-small-hotels-focus-on-guest-acquisition/

Independent Hotels vs. OTAs: The $5.2 Billion Wake-Up Call
Independent hotels can’t outspend OTAs’ $5.2B marketing blitz. Learn how to compete smarter with storytelling, loyalty, and metasearch. OTAs spent $5.2 billion on marketing in Q2 of 2025. That is not a typo. Billions. Booking Holdings dropped $2.2 billion. Expedia spent $1.6 billion. This is not just spending. It is an arms race. If you are an independent hotel, you will not win by trying to match it. The only way forward is to compete smarter.
https://www.hotel-online.com/press_releases/release/independent-hotels-vs-otas-the-5-2-billion-wake-up-call/