CHALLENGE: To position the brand as the world’s leading online booking agent through consistent consumer media coverage and build awareness of the annual Hotels.com Hotels Price Index (HPI). Sefiani used data to create local insights to highlight fresh trend news stories. We were also tasked with managing and developing research for Hotels.com’s largest annual research project, the Chinese International Travel Monitor (CITM), around the world.
STRATEGY: We applied a local lens to global data to tap into specific Australian and New Zealand cultural trends. We also harnessed state-by-state comparisons to further amplify the impact of emerging travel trends on both the hotel industry and consumers to extend the story’s appeal more widely, particularly with metro media, all while profiling the Hotels.com APAC spokesperson as a thought leader.
IMPACT: Sefiani secured more than 200 pieces of coverage for the HPI campaign in Australia and New Zealand, with top-tier media commenting positively on the value of HPI and its key role as an indicator of travel trends around the world. Hotels.com’s data continues to be a reference point for media in both markets.