Hotels.com: Bread & Breakfast

Hotels.com, a hotel-booking platform, launched Bread & Breakfast, a bookable, made-for-Instagram travel experience aimed at carb-loving millennials in the USA.

Campaign details

Brand: Hotels.comAdvertiser: Hotels.comAgency: ICF Next

The Situation

For online travel-booking sites like Hotels.com, Millennial are the biggest prize. And increasingly, the way to connect with them is through social media.

According to MMGY Global's Portrait of American Travelers 2018- 19, 83% of millennial travelers check social media at least once a day, and they average 113 minutes per day on their channels.

And within Millennial travelers' social-media usage, Instagram is king, with more than 60% of the group active on the platform. The platform is so important, in fact, that 46%...

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