Booking.com is launching a new strategy in the United States, aimed at encouraging consumers to stop searching for and staring at travel ideas on social media and instead to “be bold and press the confirmation button.”
The company says the campaign – with the tagline “Be a Booker” - is specifically created for the U.S. market, where recent surveys found more than three-quarters of Americans want to spend more of their free time traveling.
"The amount of travel content that is consumed by people dreaming of travel is higher than ever,” says Pepijn Rijvers, chief marketing officer at Booking.com.
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“By creating a community of ‘bookers,’ Booking.com is aiming to celebrate the people who take action and empower others to experience the world, no matter where that is.
"Booking.com wants to inspire ‘bookers’ and as a leading tech company, assure them that we’ll do all the work to take the friction out of the travel process to help them plan their trip in a seamless way."
The ads show a mix of traditional hotels and resorts and alternative accommodations – including a farmhouse, an apartment and a lake house – in an effort to highlight Booking.com’s range of choices across its 29 million total reported listings in more than 145,000 destinations worldwide.
Since Booking.com research found 36% of Americans say they are too busy at work to travel, the ads highlight the brand’s free cancellation policy – a nudge to “book now and ask their boss later.”
The campaign was developed and conceived by the Booking.com’s U.S. Brand Marketing team based in New York City in collaboration with creative agency Anomaly.
The 15-, 30- and 60-second ads are running on primetime TV and online channels.
Booking.com - Be a Booker