Booking.com's new ad campaign says don't dream it, book it

Booking.com, a global online platform for all things travel, means business with its latest marketing endeavor. This new campaign, "Be a Booker" pushes consumers to stop wishing for a trip and to just jump that hurdle to finally booking one.

Booking.com debuted its latest national campaign on Monday, celebrating those who travel and shaming those who are content to just “pin, post and swipe.” Social media makes it easy to dream about travel, especially on Instagram where popular influencers go to extraordinary lengths for their next “travel brag” post. Not surprisingly, a majority of travelers depicted in the “Be a Booker” campaign are young and virtually all “bookers” do so with a mobile phone.

At first glance, the campaign appears to cater only to those who actually finalize their plans, i.e. existing customers. One spot called “Ask Your Boss Later,” however, promotes impulse booking by highlighting the site’s free cancellation policy. This message is clearly aimed at those who hesitate; the “others” in a travel booking scenario.

“By creating a community of ‘bookers,’ Booking.com is aiming to celebrate the people who take action and empower others to experience the world, no matter where that is,” Pepijn Rijvers, chief marketing officer at Booking.com explained in a press release. 

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