Hotels.com is the leading provider of hotel accommodation worldwide, offering booking services through its own network of localised websites and telephone call centres. In 2011, the European operations were brought under a global umbrella and Hotels.com needed to reposition the US-led brand for a global audience.
Focusing on the brand’s sheer volume of hotel inventory, the brand was positioned as ‘The smart place to book’. Smart and savvy consumers don’t go anywhere else to book a hotel.
The identity was designed as metaphor for the brand’s volume of hotels and delivers a branded experience across all activities, including brand communications, tactical communications and the rewards programmes. A bespoke headline font was designed for the brand toolkit, and animated end frame sequences for television.
The new identity truly reflects the position of Hotels.com as a leading global player, and has been rolled out across all the Hotels.com websites globally
“We are now able to share our main TV advertising creative across a number of markets, which is both efficient and more effective because it has enabled (the international arm) to tap into the more expensively produced advertising of a more mature market – the US.”