Booking.com: engaging with millennials and using AI

Matthew Carlton

Booking.com has tapped into a millennial mind-set that embraces experiences, using its own employees’ adventures to position the brand as something more than just a hotel/flight booking service.

Millennials need to be considered as more than a generation and perhaps as a mindset, according to Pepijn Rijvers, CMO of Booking.com. “What’s interesting about millennial travel is the general attitude towards life than just a generation,” he told the Millennial 20/20 conference (London, March 2018). “It’s about experiences, authenticity, in part being a tourist but in part going off the beaten track.”

This attitude is something Booking.com, the travel website, tapped into with its recent international multimedia marketing campaign, Book your Next Story. The company’s 14,000 employees from 140 countries were encouraged to record their travels, adventures and experience...

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