Hotels.com recruits NBA stars to promote mobile app and loyalty program
Hotels.com has partnered with NBA stars Nikola Jokić, Jimmy Butler, Peyton Watson and Jaime Jaquez Jr. in their latest campaign, ‘Hotel like a Pro’. This collaboration aims to highlight the travel experiences of NBA athletes, who spend a significant portion of their time on the road during the basketball season.
The campaign, set to debut during the highly anticipated Christmas Day games next week, features a series of 10-, 15-, and 30-second ad spots that will be broadcast throughout the season in both the US and Canada. These ads will shine a spotlight on Hotels.com’s mobile app and its innovative One Key rewards program.
In addition to the television spots, the campaign will encompass branding and promotional activities at various arenas across the country, as well as integrations within the popular NBA2K video game. This marks Hotels.com’s fourth season as the Official Travel Partner of the NBA, solidifying its commitment to providing unique travel experiences for fans and athletes alike.
‘Hotel like a Pro’ will showcase the unique insights and experiences of NBA players when it comes to staying in hotels, referring to them as the “ultimate road warriors” due to their extensive travel schedules. The campaign will feature the players sharing their personal “hotel hacks” and expertise in navigating the demands of life on the road.
Michele Rousseau, Expedia Group’s senior vice president of global marketing, emphasized the campaign’s focus on the expertise of NBA players, highlighting how their rigorous travel schedules have made them seasoned hotel experts. This experience forms the foundation of the campaign’s messaging, aiming to resonate with travelers who are looking for genuine and valuable travel tips.
The advertisements will specifically put a spotlight on Hotels.com’s One Key rewards program, which was recently introduced in the US. The program offers a range of benefits for travellers and is designed to enhance their overall experience. Furthermore, the campaign will introduce a tool within the Hotels.com mobile app to facilitate hotel comparisons and selections, addressing the practical needs of travellers.
The ads will feature various scenarios, such as Denver Nuggets duo Jokić and Watson scouting for pet-friendly hotels, reflecting Jokić’s passion for horses, and Butler educating Miami Heat teammate Jaquez on the art of comparing coffee – a clever nod to the hotel comparison features within the Hotels.com app. In another segment, Jokić leverages the One Key loyalty program to plan a trip home, demonstrating the practical benefits offered by Hotels.com for frequent travellers.
Beyond showcasing the individual quirks of travel, the ‘Hotel like a Pro’ campaign underscores Hotels.com’s longstanding partnership with the NBA as its Official Travel Partner. This collaboration is part of a series of creative marketing initiatives by Hotels.com, including its collaboration with filmmaker Edgar Wright, utilising its mobile app to offer unique experiences to its users.
In light of a renewed interest in travel experiences following the pandemic, Hotels.com’s latest campaign aligns with evolving consumer preferences. With travel spending showing a 3.5 percent increase year-to-date as of September, according to data from the US Travel Association, the campaign seeks to capture the enthusiasm for in-person experiences, including travel, that many have been eagerly anticipating. Additionally, parent company Expedia has made strategic moves, such as integrating ChatGPT into its mobile app, to further enhance the appeal of travel experiences for users. This reflects a broader trend within the travel industry as companies innovate to meet the evolving demands of travelers in a post-pandemic landscape.
