The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Booking.com unveils new 'Resolution Translator' to boost customer engagement
The online booking platform releases a free new online tool pairing traveler’s new year resolutions to destination and hotel ideas
Online booking platform, Booking.com, has launched a free online customer engagement tool 'Resolution Translator', which pairs a traveller’s New Year’s resolutions to destination and hotel ideas.
Designed in conjunction with advertising agency, Weiden+Kennedy Amsterdam, the ‘Resolution Translator' helps customers discover new destinations to help people kickstart their New Year's resolutions. The new engagement tool is part of Booking.com's ‘Best 2016 Ever’ campaign that encourages people to turn their most likely doomed plans for the future into real reservations.
Visitors to the Resolution Translator are first prompted to enter their resolution. The tool then serves up a unique translated resolution that combines bettering one’s self with travel ideas. The personalised result is then sharable across the users' social channels.
Additionally, any destination relevant to the revamped resolution is also instantly accessible to inspire the user to commit to their resolution and unlock their 2016 travel greatness.
For example, if a user enters "eat healthy" as their resolution, the 'Resolution Translator' may suggest eating fresh and local in a hotel in Marrakech, and will direct the user to Booking.com's Destination Finder where they will have a chance to explore their recommended trip. Users can search the same resolution multiple times with different recommended trips appearing each time.
“Knowing that the New Year is always a time when people set resolutions of all types-with many inherently linked to travel - we wanted to create something to help people uncover the coolest places to visit and help them make their resolutions a success," Booking.com’s chief marketing officer, Pepijn Rijvers, said.
“At Booking.com, we want to go beyond the ordinary and our Resolution Translator is just one way in which we are leveraging the power of technology to help people experience the world.”
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