Booking.com and Priceline are major players in the online travel booking industry, and they use various advertising, public relations and marketing strategies to attract customers.
Here are some real-life examples of their approaches:
Booking.com
- Personalized Email Marketing: Booking.com frequently sends personalized emails to users based on their past search and booking history. For instance, if you’ve previously searched for beach destinations, you might receive an email highlighting special deals on coastal hotels or vacation packages.
- Targeted Social Media Ads: Booking.com uses targeted ads on platforms like Facebook and Instagram. For example, if you’ve been browsing for hotels in Paris, you might see ads featuring deals on Parisian accommodations or unique experiences in the city.
- Influencer Collaborations: They often collaborate with travel influencers to showcase their properties and services. Influencers might stay at a hotel booked through Booking.com and share their experience on social media, providing both authentic content and exposure to a broader audience.
- Dynamic Retargeting: Booking.com employs dynamic retargeting ads. If a user visits their site and looks at specific hotels but doesn’t book, they might see ads later featuring the exact hotels they viewed, often with special offers to encourage them to complete their booking.
- Search Engine Marketing (SEM): They invest heavily in search engine marketing. When you search for terms like “best hotel deals in New York,” Booking.com often appears at the top of the search results with paid ads promoting their site and services.
Priceline
- Aggressive TV Advertising: Priceline has run extensive TV ad campaigns featuring their mascot, the Priceline Negotiator, played by William Shatner. These ads are memorable and aim to build brand recognition while emphasizing savings on travel bookings.
- Online Advertising and Discounts: Priceline often promotes limited-time deals and special discounts through online ads. For instance, they might run a campaign offering exclusive rates on last-minute hotel bookings or flights, appealing to spontaneous travelers.
- Partnerships with Airlines and Hotels: Priceline forms partnerships with airlines and hotel chains to offer bundled deals. For example, they might collaborate with a major airline to offer discounted flight-and-hotel packages, promoting these bundles through various advertising channels.
- Loyalty Programs and Promotions: They use targeted promotions to attract repeat customers. For example, Priceline might offer exclusive discounts or perks to users who have previously booked through their site, encouraging loyalty and repeat business.
- Retargeting and Remarketing: Similar to Booking.com, Priceline uses retargeting ads. If a user searches for hotel options but doesn’t complete the booking, they might see ads later featuring those same hotels or related offers, reminding them to return and book.
Both companies leverage a mix of digital marketing, traditional advertising, and strategic partnerships to attract and retain customers, adapting their tactics based on consumer behavior and market trends.
