HOTELMARKETING.COM

Booking.com flexes muscle in US

January 24, 2013 | Online Travel

Priceline is launching its first U.S. ad campaign for Booking.com, its European hotel website. The campaign, titled “Booking.yeah,” includes television and online advertisements as well as movie-theater placements.

What the company calls "Planet Earth's #1 accommodation site", is undertaking a major brand launch in the U.S. to introduce American travelers to a delightful booking experience that has already been tried, tested and trusted by millions of accommodation bookers around the world. Today, Booking.com's first-ever U.S. brand campaign, Booking.yeah, launches online, in movie theaters and on TV networks across the country to bring Booking.com to an American travel sector that is ripe for innovation and ready for an online solution that prioritizes the customer experience. Booking.yeah aims to build awareness of the company's commitment to the "delight of right".

"Travel and accommodation planning can be a gamble," says Paul Hennessy, Booking.com's Chief Marketing Officer. "We want U.S. travelers to experience that moment of pure delight when they open the door of the accommodation they have booked, see that they have got everything exactly right, and know that this is going to be an amazing trip."

"We are the place on the Internet where travelers can find a home-away-from-home that meets their budget and surpasses their expectations, whether they are booking for an overnight business trip or the vacation of a lifetime." And that's the focus of the Booking.yeah campaign.

Already, on average more than one million guests a night - that's last night, tonight and every night - are staying in hotels and other accommodations booked on Booking.com's platform. The company is the most significant subsidiary of parent company Priceline, both in terms of its size as well as its scope, making Booking.com the largest brand in the global online travel industry. Last month, J.D. Power & Associates ranked Booking.com the top travel website for customer satisfaction.

"The American online travel market is highly commoditized," says Todd Dunlap, Booking.com's Managing Director for North America, who is spearheading the company's brand launch onto the U.S. market. "Booking.com is here to provide a refreshingly new and delightful experience for those who care about where they stay. Lowest prices are guaranteed, of course, but ours is also a simple website with an amazing array of property choices. Our real and unedited guest reviews and superior customer service make an amazing solution for American travelers. Once American consumers notice the ease and joy of Booking.com, they will realize it's something unlike anything they've ever experienced before."

View the 'Booking.yeah' 60 second film at YouTube

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