‘Do something that scares you’: Booking.com on moving at the ‘speed of social’
Having generated 40.6 million impressions on TikTok with its latest campaign, Booking.com is on a mission to bring its “motivations-led” mantra to social media.
When it comes to travel marketing, unsurprisingly most brands opt for a destination focus appealing to holidaymakers looking to explore the world. Booking.com, however, has a new “motivation focus”, which markets travel as experience-based rather than location-centred.
Part of Booking Holdings, which notched up $23.1bn (£18.2bn) in revenue during Q3 2024, Booking.com has raised awareness of its Genius loyalty programme with a creator-led campaign designed to reach young travellers, specifically through TikTok.
“What we really wanted to do with our campaign was to start to speak to our audiences and have an authentic voice,” says Gert Laubscher, global social media creative strategist at Booking.com UK.
