Booking.com’s mobile platform translates users resolutions into vacation inspiration
Booking.com is linking consumers’ New Year’s resolutions to travel bookings via a new mobilized Web site that matches an adventure to a user’s goals.
The digital travel service is helping individuals visualize their future vacation in its mobile platform in which users enter their resolution for 2016 and Booking.com then creates a personalized trip. The campaign includes a link to plan and book a vacation based on the suggested content provided by Booking.com, creating a unique experience while increasing sales.
“Travel brands need to be providing interactive experiences to keep their users engaged,” said Marci Troutman, CEO of Siteminis, Atlanta. “Booking.com has created a fun way to get their users focused on their next trip with the resolution translator.
“To engage their users completely and really enhance the use of the fun translator, booking.com should banner this to their app and not send their users to another mobile web app to engage,” she said. “At the very least connect their users through their app in some way, as it’s not the easiest engagement to find.”
Booking.com is hoping to stick on amongst the onslaught of New Year’s resolution content by creating an adventure-filled experience that allows users to envision a dream vacation, planned by the marketer.
On the mobilized platform users fill in the sentence “in 2016 I will” with a resolution they have planned for the year. Booking.com then translates the sentence to coincide with a trip.
For instance if a user enters “will lose weight,” the site completes the sentence with “by hitting the gym at a hotel in Dusseldorf.” Interested travelers click the “see adventure” button below the text, and Booking.com summarizes an exciting trip to Dusseldorf.
High quality images showcase things to do, places to stay and dining locations with suggestions such as “have a drink in the Longest bar in the world, visit the Kunsthalle Dusseldorf” to entice the user to book his or her generated adventure. Click on show me more will bring adventurers to a booking page with a variety of hotels and accommodations and attractions to choose from.
The platform also includes social media share buttons for users to share with friends and family. The experience creates an interactive experience, which entices users to book trips by creating a full image that can be irresistible to travel lovers.
The campaign coincides with a new video ad, which takes the form of a movie trailer, instructing consumers to make this year the best year ever.
Mobile booking pushes
Booking.com also joined forces with global multimedia publisher Time Out to roll out a native campaign featuring social media influencers to fuel mobile bookings from spontaneous millennial traveler (see more).
The travel booking service rolled out the first travel app with booking capabilities for the Apple Watch recently as well, enabling consumers to select and book hotel accommodations directly from their wrists while also supplementing the commerce potential of wearables for the travel and hospitality industry (see more).
“Engaging users through a fun experience on mobile to give them trips they may not think about is definitely a great way to increase foot traffic throughout booking.com and thus increase sales to the brand,” Ms. Troutman said.