Problem
For many years, Hotels.com was positioned as “the obvious choice for hotels.” But with the explosion of home rentals like Airbnb, hotels are no longer the obvious choice for travelers.
Insight
Today’s most rewarding way to travel isn’t through traditional luxury experiences, but ones that are unique, accessible, and sharable.
Solution
Reposition Hotels.com as the accommodation site that rewards you basically anywhere.
We used our beloved brand character Captain Obvious to tell travelers that Hotels.com isn’t just for hotels, and rewards them when staying at more accessible and unique locations, too.
Results
Our campaign shifted broad perception of Hotels.com and connected with a new audience, both of which helped the brand see double-digit year over year growth.
Team
Strategy Director: Yours Truly
Creative Directors: Quinn Katherman, Kathy Hepinstall
Creative Team: Kelly Saucier, Ian Campbell Hill
Account Team: Sarah Castner, Alyssa Fitterer