Hotels.com enlists Edgar Wright’s cinematic flair to promote new app perk

Dive Brief:

Hotels.com has enlisted English filmmaker Edgar Wright (“Last Night in Soho,” “Baby Driver”) on a campaign promoting a new app experience that the booking platform claims is an industry-first, according to details provided to Marketing Dive.
The feature allows users to choose up to five hotels and see side-by-side comparisons of prices, ratings and more. The Wright-helmed ad depicts a woman testing out the offering as hotels pitch themselves to the tune of The Human League’s “Don’t You Want Me.”
The effort debuts Aug. 26 on Apple TV in the U.S. and will span video content, out-of-home, audio, digital, social and public relations channels globally. The Expedia Group brand joins a raft of travel marketers trying to alleviate logistical complexities amid a post-pandemic jet-setting boom.

Dive Insight:

Hotels.com is hoping some cinematic flair can draw consumer interest toward a new app perk that it claims is a first for its category. On that front, the brand has hired Wright, a director known for fast-moving, stylish films like “Baby Driver,” “Hot Fuzz” and “Shaun of the Dead” that frequently rely on well-recognized needle drops and pop culture references.

“Find the One” is no different, deploying ‘80s smash hit “Don’t You Want Me” to colorfully illustrate how travelers can weigh different reservation options when browsing Hotel.com’s platform. The spot, which is running in 30- and 60-second versions, opens on a woman sitting on her couch as she explores the new side-by-side comparison solution. After she hits the “compare” button, the ad runs through a montage of hotels that sharply contrasts their aesthetics and amenities. The video closes with the staff of two hotels walking toward the camera in split-screen while lip-syncing to the “Don’t You Want Me” chorus, trying to entice their would-be customer to book a stay.

While the creative is initially rolling out in the U.S. this weekend on Apple TV, elements of the campaign will appear in the U.K., Canada and other markets.

The push is part of Hotels.com’s “Find Your Perfect Somewhere” creative platform that debuted in April 2022. The messaging strategy was developed with Wieden + Kennedy Portland and emphasizes how the Expedia Group subsidiary can pair any personality type with the ideal destination.

Hotels.com is among a bevy of travel marketers that have boosted marketing and product development to keep up with demand that’s surged as pandemic concerns ease. The trend has not seemed to be dampened by inflationary pressures. Total travel spending was up 4.7% year to date as of June, according to data from the U.S. Travel Association. The strong bounce back for the industry has created strains on the supply side, which could make features with an ease-of-use angle more appealing.