Hotels.com: The obvious choice

This case study describes how Hotels.com, an online vacation booking service, removed consumer anxiety around using online travel agents to re-establish a market-leading place in the US.

Hotels.com: The obvious choice

Campaign details

Agency: CP+BBrand: Hotels.comAdvertiser: Expedia

Stating the obvious

You shouldn't need to take a vacation from planning a vacation. Seems obvious, right? But talking to Americans using online travel agents (OTAs), we found out that's exactly how they felt. With so many OTAs promising low prices and great deals, booking travel had become an anxiety-inducing marathon of site hopping. Fear of booking with the wrong site or missing out on a better deal was ruining many peoples' trips before they'd even begun.

The dudes at Hotels.com would not abide. They...

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