Travel Accommodation: Marketing Campaigns

Part
01
of one
Part
01

Travel Accommodation: Marketing Campaigns

"One Mission" by Booking.com, "Broaden Your Mind" by Expedia, and "A First Person Experience" by Trivago are three examples of recent marketing campaigns or promotions that directly challenge Airbnb. These three commercials feature parity elements that show quality and superiority in their respective business models, marketing strategies, and product offerings. Following are elaborate details on each of the three commercials.

BOOKING.COM'S ONE MISSION

  • Booking.com combined clips of its 14,000 employees while they traveled to create a beautiful campaign about the moments, experiences, and emotions of living in another country. The ad, “One Mission,” rivals Airbnb’s business model because it also advertises the same experiences, products, and services Airbnb markets to its audience.
  • For instance, Airbnb’s commercial, “Don’t Go There, Live There” encourages its audience to experience the world, which is the same message the “One Mission” ad by booking.com conveys.
  • The message of experiencing the world remains popular throughout the commercials. Various clips cut from both ads use beautiful experiences and emotions to exemplify the parity between the products, experiences, and services both companies offer.
  • For instance, in Airbnb’s commercial, a host says “come in, come in” with a big smile as he welcomes a guest suggesting that they may have known each other for long. Equally, in Booking.com’s “One Mission” commercial, a lady alights from a car to hug another lady rushing towards her in a highly emotional encounter.
  • In this regard, both commercials seek to show similar beautiful moments and emotions their customers experience when using their services; therefore, signifying the equality and superiority of the products and services Airbnb and Booking.com provide.

“BROADEN YOUR MIND” BY EXPEDIA

TRIVAGO — A FIRST PERSON EXPERIENCE

RESEARCH STRATEGY

The research team examined the recent commercials by the major travel accommodation players to identify campaigns that directly challenge Airbnb. It turns out that Booking.com, Expedia, and Trivago have campaigns that focus on marketing experiences while spreading a sense of belonging despite traveling abroad or visiting different cultures. The commercials available free online on YouTube and iSpot TV. In the three ads, there are several elements of parity exhibited. For instance, all marketing is based on experiences, which Trivago incorporated in its search filters in their new marketing and business model. Each case was examined individually by leveraging information pulled from marketing reports, company press releases, and expert reviews of the specific campaigns, along with the audio and video descriptions in each commercial. Meanwhile, key players in the industry face mounting competition as new and existing players alike seek to disrupt the current state of the market. The competition has forced industry leaders, such as Booking.com and Expedia, to align their marketing concept with that of Airbnb by focusing on experiences and adventure. Overall, the prevalent theme across all marketing content revolved around discovering new places and experiencing life everywhere.
Sources
Sources