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How Booking.com is paving the way for travel’s revival

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As vaccine programmes roll out globally and the world starts to open up, we’re investing in stimulating travel demand to propel our industry’s recovery forward

SVP and Chief Marketing Officer at Booking.com

The last year has been one of the hardest we’ve had to endure as an industry. At Booking.com, we see it as our responsibility to help catalyse a faster recovery and drive business to you, our partners. We want to make it easier for everyone to welcome travel back into their lives as it becomes safe to do so.

To help rebuild our industry, we are announcing a significant financial commitment to stimulate travel demand. From 5 April, we will offer a $50 travel reward to US guests who book by the end of May to stay with you this year. Through this investment, we aim to remind consumers of the power of travel, encouraging them to get back out there and back in your properties, when the time is right. 

Committing to travel’s revival 

The “Welcome Back America” campaign will encourage US travellers to activate a promotion for a $50 travel reward in the Booking.com app by 30 April, 2021. The promotion is applicable to bookings made up until 31 May 2021, with a $100 minimum accommodation spend. Guests need to complete the stay by December 31, 2021 – incentivising them to book with you this year. The reward will be issued to the customer’s Booking.com Wallet up to 60 days after check out, redeemable for one year for a future trip at select properties. 

In addition to funding these rewards, we are launching a comprehensive, integrated campaign, with various activations across traditional and digital media that aim to help attract US guests to your property. While we are making this investment and are working hard to capture demand for you, there are a number of ways you can increase your property’s appeal and be in the best position to attract these potential bookers. Along with activating a mobile rate, offering flexible policies and setting a domestic price through country rates, it’s incredibly important that your availability is set up for success. You can find all the details on how to update your rates and availability in our Availability Guide

The campaign will build on our Rebuilding Together commitment from 2020. While last year was all about laying the groundwork and preparing for the post-pandemic traveller, this year we’re focusing on driving greater travel demand where possible as the future we’ve been waiting for moves closer on the horizon. 

The road to recovery 

Our approach to recovery is conscientious, in that we’re carefully monitoring each region to help us decide when it’s the right time to actively stimulate demand. Now is a good moment in the US because vaccines are rapidly rolling out across the country and people are starting to embrace domestic travel. There’s an opportunity to encourage travellers to rediscover areas closer to home and drive bookings to you. 

Although it’s more complicated in other regions like Europe, where national restrictions differ across the continent, we hope to roll this initiative out to a wider audience in the future. We’ll continue closely assessing the situation of each country so we’ll know when the time is right to start stimulating demand in ways like this for each region. 

We continue to look to the future with hope, and the signs of pent-up demand are promising indicators that the industry is poised for growth. Our research* shows that 71% of Americans say that the beginning distribution stage of COVID-19 vaccines makes them feel more hopeful and optimistic about travelling in 2021. Additionally, 60% say they have re-evaluated the importance of travel in their life as being more important now than before the pandemic started.

Ultimately, the rate of recovery will depend heavily on the rate of new COVID-19 cases, including new variants. Additionally, the timing of effective vaccine distribution plays a role and will be a key step in helping people feel safe to travel again. But we remain optimistic that at some point in the not-so-distant future, everyone may once again be able to travel freely. And when they are ready, we’ll be there to make it easier for everyone to experience the world. 

*Research commissioned by Booking.com and conducted among a sample of adults who are planning to travel in the next 12 months. In total 28,042 respondents across 28 countries and territories were polled. Respondents completed an online survey in January 2021.

 

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To discover how you can make your property even more appealing to US-based bookers, visit Partner Help.

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Topics
Takeaway
  • At Booking.com, we see it as our responsibility to help catalyse a faster recovery and drive business to you, our partners
  • To help rebuild our industry, we are announcing a significant financial commitment to stimulate travel demand
  • The “Welcome Back America” campaign will launch on 5 April, offering a $50 travel reward to US travellers
  • In addition to funding these rewards, we are launching a comprehensive campaign with various activations across traditional and digital media