Hotels.com's #MyDream Shows "Hate-Liking" on Social Media
Laura McQuarrie — April 23, 2019 — Marketing
Travel influencer marketing has quickly become one of the most popular influencer categories, with people posing for pictures in destinations that range from remote to romantic—and Hotels.com's #MyDream campaign acknowledges influencer culture, as well as the fact that many people jealously "hate-like" posts on social media.
The #MyDream video shows one traveler getting a fear of missing out while looking at glamorous photos from another social media user who is staying in picturesque accommodations and participating in fun activities. As ever, Captain Obvious is featured in the Hotels.com ad, offering commentary that points out how the traveler can book a trip that's on par with the influencer's experience.
Hotels.com's #MyDream video series also illustrates other scenes with ads like #Foodie, #WineLunch and #Romance.
The #MyDream video shows one traveler getting a fear of missing out while looking at glamorous photos from another social media user who is staying in picturesque accommodations and participating in fun activities. As ever, Captain Obvious is featured in the Hotels.com ad, offering commentary that points out how the traveler can book a trip that's on par with the influencer's experience.
Hotels.com's #MyDream video series also illustrates other scenes with ads like #Foodie, #WineLunch and #Romance.
Trend Themes
1. Travel Influencer Marketing - Disruptive innovation opportunity: Develop influencer partnerships to promote hotels and travel experiences.
2. Fear of Missing Out (FOMO) - Disruptive innovation opportunity: Create personalized travel packages that cater to FOMO-driven consumers.
3. Hashtag Campaigns - Disruptive innovation opportunity: Launch creative hashtag campaigns to engage with social media users and promote hotel bookings.
Industry Implications
1. Hospitality - Disruptive innovation opportunity: Integrate influencer marketing strategies to enhance brand recognition and attract more customers.
2. Tourism - Disruptive innovation opportunity: Develop unique travel experiences that cater to the desires and aspirations of social media-influenced travelers.
3. Digital Marketing - Disruptive innovation opportunity: Explore new approaches in hashtag campaigns to increase online engagement and drive conversions.
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