Learn how thoughtful, upper-funnel content can help your brand make a meaningful first impression with travelers.

What’s in the Report

This guide gives you the tools to make your brand unforgettable by showing up early, saying the right thing, and staying top of mind long after the scroll. Inside, you’ll discover:
* Why upper-funnel efforts aren’t optional anymore, and how they directly fuel conversions, loyalty, and long-term growth
* How to find your audience before they search using real-time travel signals and behavioral targeting
* Steps to align message, channel, and mindset, so your campaigns don’t just get seen, they get remembered
* Global strategies made locally relevant, with actionable playbooks for different markets and traveler types
* Smarter measurement tools that connect brand exposure to real impact, beyond clicks and impressions

What You’ll Learn
We take a fresh look at upper-funnel marketing. Not as a “nice-to-have” brand play, but as a powerful lever for driving real business results. Today’s travelers aren’t just comparing prices or schedules; they’re connecting with brands that speak to their values and show up early in their journey.

You’ll learn how smart marketers are building emotional connections long before search, using behavioral data to reach the right audiences with the right message, at the right moment. We also explore why traditional metrics fall short and what it takes to measure the true impact of brand-building today.

Upper-Funnel Efforts Drive Real Results

Brand awareness isn’t fluff; it influences perception, improves conversion rates, and brings down acquisition costs when done intentionally.

It’s About Behavior, Not Just Demographics

Sojern’s travel commerce data turns real intent—like trip timing, type, and destination—into targeting that reaches travelers based on plans, not profiles.

We Need Smarter Ways to Measure Impact

Clicks and last-touch attribution don’t tell the full story. It’s time to think bigger with measurement that links brand exposure to loyalty, lifetime value, and long-term growth.