Sojern, the global demand engine for reaching travellers, announced it has acquired Facebook and Instagram Marketing Partner (FMP) Adphorus, the leading FMP specialising in custom advertising solutions for travel brands.
According to Sojern CEO Mark Rabe, interest in Facebook marketing solutions has grown dramatically as the global travel sector continues expanding and marketers look for efficient ways to attract new customers.
Rabe noted, “Our clients know that Facebook attracts two billion users a month, with the average user spending nearly an hour every day. The only question for travel marketers has been how to capitalise on that scale to drive bookings. As we researched the market we came to the conclusion that only one company had cracked that code: Adphorus. Through years of refining experimentation methods and travel-specific best practices, they’ve helped some of the biggest brands in travel maximise revenues from Facebook’s breadth of advertising products.”
For Adphorus, the acquisition offers an opportunity to accelerate the adoption of its unique approach to travel marketing science leveraging the global reach of Sojern’s 400 employees and 11 offices worldwide.
Adphorus CEO Volkan Cagsal commented, “We’ve been partnering with Sojern for about a year now to provide expertise to brands who recognise the massive opportunity to win customers on Facebook and want a skilled partner to help them unlock it at scale. Sojern’s long-term vision aligns directly with our own — to develop the most scientific approach to achieving the best performance and results in the world for travel marketers. Joining forces with Sojern means we can achieve our goal that much faster.”
Recognised as a Facebook certified partner since 2014, Adphorus now employs 50 team members in Istanbul and Berlin and serves top travel brands including Expedia, Trivago and Kayak. It will continue to operate as a standalone company post-acquisition.
Terms of the deal were not disclosed, but Sojern has reported previously that it is profitable, has driven $10 billion in global bookings, and serves over 4,000 clients in 50 countries. The company offers products and services in the global travel advertising space as well as in commission-based distribution markets.