Egencia has just ended a three-week social media campaign which saw it unveil three videos positioning how the booking of hotels should be.
The goal of the campaign has been to try and engage customers in a light-hearted way as well as highlight Egencia's hotel booking service which was launched in October.
It's a bit of a departure for the business travel arm of Expedia as well as for business travel in general which isn't generally know for this sort of business to consumer approach to the segment.
Egencia senior director for product marketing, Jean-Noel Lau Keng Lun, is driving this approach to presenting the company's latest product launches.
The #hotelsbyegencia campaign has appeared in several languages and says Lau Keng Lun "breaks the codes and uses humor and fun."
"Our travelers are first of all consumers, so we wanted to take a more b2c approach to our communications, even in our business travel/b2b world."
The hope of the campaign, spread over YouTube, Twitter and LinkedIn, was sharing as well as to create a buzz around the brand and so far Egencia claims a significant increase in engagement compared to previous initiatives.
The company says a direct email campaign to highlight the hotel booking product, which also featured the videos, was forwarded 10 times more than previous emails and the volume of replies and feedback increased.
Egencia is not the only one to put a consumer take on business travel with Carlson Wagonlit teaming up with brand specialist Siegel + Gale recently to present a view of how personalisation might change business travel.
The clip, which can be seen here, highlights the technologies that might transform business travel going forward.
In recent research CWT found more than two-thirds of travel managers consider personalisation of high priority.
Here's one of the Egencia clips.