Sojern convenes European destination leaders in Athens for second annual Destinations Advisory Board

RateGain's subsidiary Sojern held its second annual European Destinations Advisory Board in Athens, dated October 8, 2026.

Thu 8 Oct 2026

Event

Second annual European Destinations Advisory Board in Athens, dated October 8, 2026

New Board Members

Madrid Destino, Costa Brava Girona Tourism Board, VisitScotland

Discussion Themes

Sojern and Adara together after the RateGain acquisition; Economic Impact Report; AI in destination marketing

What happened

RateGain Travel Technologies Ltd said its subsidiary Sojern convened the second annual meeting of its European Destinations Advisory Board in Athens, Greece. Sojern is described in the release as the leading AI-powered travel platform built for hospitality; it was founded in 2007 and was acquired by RateGain in 2025.

Who joined the board

• New members for 2026: Abigail Siguenza, Strategic Marketing Director, Madrid Destino; Victor Goitia, Marketing Director, Costa Brava Girona Tourism Board; and Chris McDonald, Partnership Marketing Campaigns Lead, VisitScotland.
• Returning members from the board's inaugural year include representatives of Atout France, Marketing Manchester, PromoTurismoFVG, the European Travel Commission (ETC), Tourism Ireland, Visit Tuscany, the Greek National Tourism Organisation (GNTO) and Czech Tourism.
• The Greek National Tourism Organisation (GNTO) participated in the meeting.

What was discussed

• The combined strength of Sojern and Adara following the RateGain acquisition.
• The next evolution of Sojern's Economic Impact Report (EIR), which helps destinations measure the return on their marketing investment.
• The growing role of AI in destination marketing and partnerships.

Scale and reach quoted in the release

• Sojern: more than 13,000 travel marketers rely on its platform annually; it is headquartered in San Francisco, California, with teams in the Americas, Europe, Middle East and Africa, and Asia Pacific.
• RateGain: 14,000+ customers and 700+ partners across 160+ countries; works with 33 of the Top 40 Hotel Chains, 4 of the Top 5 Airlines, 7 of the Top 10 Car Rental companies, and 25 Global Fortune 500 companies; founded in 2004 and headquartered in India.
• Sojern's State of Destination Marketing 2026 report found measuring economic impact is now destination marketing organisations' top strategic priority, according to the release.

How a retail investor can read this

This is a press release about an industry advisory board meeting between Sojern and destination marketing organisations in Europe. The stated purpose is collaboration and knowledge sharing: gathering customer feedback, informing industry conversations and keeping Sojern's solutions aligned with the needs of European destinations.

The commercial angle highlighted is the joining up of Sojern and Adara under RateGain, which the release presents as giving destinations faster insight into shifting traveller behaviour. The release positions the board as a channel for direct customer input into Sojern's product roadmap.

The release is a qualitative business update — the meeting, the attendees, the discussion themes and the group's scale and reach.

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