Daily Insights

New Year, New Travel

By: Mackenzie Baker | Jan 07, 2020

Booking.com is helping people stick to their New Year’s resolutions.

The company has created a new campaign called “There’s a booking for every resolution”, aimed around users booking experiences on the platform. The company is pushing to become a destination for curated trips after a survey commissioned by the company showed that 72% of Americans want to take a trip to help kick-start their New Year’s resolutions. As part of the campaign, Booking.com has released several short video clips showcasing customers who have booked on the site. The videos are paired with a campaign hashtag, #BookYourResolution. The brand’s campaign could have been created with millennials in mind, as they are the generation who spend more on travel than traditional investments according to recent research, and are often seeking new experiences. Booking.com’s storytelling videos let potential customers see the types of experiences they can find on the site. 

Booking on individuals sites to plan a whole trip has become increasingly complicated as more boutique businesses have entered the hospitality sector, according to a Gartner report. As such, Booking.com has refurbished its site to include a curated section offering start-to-finish trips that support New Year’s resolutions in a bid to make trip planning a breeze for customers. In addition to the online campaign, Booking.com has created twenty exclusive suites in New York City that allow guests to stay in a room tailored to their resolution. The themed suites include a culinary suite, a room dedicated to adventure, and a suite for learning to dance. The #BookYourResolution suites are available on the company’s websites with starting prices for a two-night stay at, fittingly, $20.20. 

Booking.com is starting off the new year by helping customers achieve their resolutions in a comprehensive, yet catchy way⁠—a strategy other digital platforms may want to imitate as the year unfolds.