Sonder is a hospitality company that has been changing the business by adding a unique mix of technology, design, and a focus on the customer. Sonder was started by Francis Davidson and Lucas Pellan in 2014 as a short-term rental site for travellers who wanted a more personalized and comfortable place to stay than a hotel. Sonder has grown over the years to include more than 40 markets in ten countries with a wider range of lodging choices, from large rooms to fully equipped suites and apartments.
Sonder wants to change the definition of hospitality by enabling everyone to have amazing stays. By providing guests with the reliability and high quality of a hotel as well as the independence and personal space of a private rental, the company hopes to bridge the gap between the two types of accommodations. By emphasizing design, culture, and technology, Sonder aims to become the most adored hospitality brand globally.
Sonder Marketing Strategy
In order to set itself apart from conventional hotels and other vacation rental websites, Sonder has developed a marketing plan based on its unique selling proposition. The main elements of Sonder's marketing strategies are:
1. Brand Positioning: Sonder markets itself as a cutting-edge, design-conscious hospitality brand that provides an easy, individualized stay for its clients. Branding for the organization highlights its dedication to creativity, consistency, and quality.
2. Digital Presence: Sonder heavily invests in its online presence, with a user-friendly website and mobile app that allow guests to easily browse and book accommodations, check in, request services, and communicate with the support team. The company's digital platforms are designed to provide a frictionless experience from start to finish. In addition, Sonder also boasts a strong social media presence, particularly on Instagram, where it showcases an aesthetic that resonates with its target audience. The company's Instagram feed is carefully curated to highlight its accommodations, unique design elements, and the vibrant neighbourhoods where its properties are located. This visual storytelling approach helps Sonder engage with its followers, build brand awareness, and attract potential guests who are looking for more than just a place to stay but an experience that aligns with their personal style and travel aspirations.
3. Content Marketing: Sonder leverages content marketing to showcase its properties and the unique experiences they offer. This includes high-quality photography, virtual tours, and engaging descriptions that highlight the design and features of each accommodation. Social media platforms like Instagram and TikTok are used to share this content and engage with potential guests.
4. Targeted Advertising: Sonder uses targeted advertising to reach its desired audience segments, including leisure travellers, business travellers, and digital nomads. The company employs a mix of search engine marketing, social media advertising, and display ads to drive traffic to its website and generate bookings.
5. Partnerships and Collaborations: Sonder collaborates with influencers, designers, and brands to curate unique spaces and experiences for its guests. These partnerships not only enhance the guest experience but also provide opportunities for co-marketing and cross-promotion.
6. Customer Experience: A key aspect of Sonder's marketing strategy is its focus on delivering an exceptional customer experience. The company invests in technology and processes that enable personalized service, quick response times, and easy resolution of any issues that may arise during a stay.
7. Reputation Management: Sonder actively manages its online reputation by encouraging guests to leave reviews and promptly addressing any negative feedback. Positive reviews and ratings on platforms like Google, TripAdvisor, and Airbnb help build trust and attract new guests.
8. Loyalty and Retention: Sonder aims to build long-term relationships with its guests through loyalty programs, personalized offers, and regular communication. By creating a memorable and satisfying experience, the company hopes to encourage repeat bookings and referrals.
Expansion and Future Growth
Sonder's marketing strategy is closely tied to its expansion plans. The company continues to enter new markets and add properties to its portfolio, leveraging its brand and marketing capabilities to quickly establish a presence in new locations. Sonder also explores opportunities to diversify its offerings, such as venturing into the hotel sector with its "Sonder Collection" of boutique hotels. As the hospitality industry evolves, Sonder's marketing strategy will likely adapt to new trends and technologies. The company's focus on design, technology, and customer experience positions it well to continue attracting guests and growing its market share in the competitive hospitality landscape. Sonder's marketing strategy is a key driver of its success in redefining the hospitality experience.
