Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Media Edge: Hotels.com launches first in-house campaign
Media Sales Lead: Hotels.com just kicked off this year's version of its "Find Your Perfect Somewhere" campaign. The company's creative agency, Wieden+Kennedy, helped the company develop this platform last year. However, Hotels.com created the 2023 version completely in-house. This is the first campaign that the company has created completely in-house. The push includes a series of three 30-second TV ads called "Flings" that will run in the US and some international markets. It will also be supported across OOH, audio, digital video/display, and social media.
Key Lead Takeaways: Get in touch with this company's DMs now to offer last-minute campaign ad space.
Target Demographic: Gen-Xers & millennials
Key Spend Notes:
- Hotels.com significantly increased both national TV and digital display ad spend in 2022.
- Top spending period: Q2
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Hotels.com under Travel: Websites**
- 2023 YTD Spend: $16.2m
- 2022 FY Spend: $37.7m
- 2021 FY Spend: $18.6m
- 2020 FY Spend: $22.9m
Ad Flight Breakdown (by spend): Hotels.com aired 13 spots in 2023; the top five were "Find Your Perfect Somewhere: Las Vegas," Find Your Perfect Somewhere: New York City," "The Hotels Guys Talk Prima Cotton Sheets," "The Hotels Guys Talk Basketball Courts," and "Sneakers."
Top Daypart (by impressions): Primetime (282.3m), Weekend Afternoon (125m), Early Morning (123.8m), Early Fringe (102.7m), and Day Time (79.4m).
Top Networks (by spend): CBS, TNT, ABC, ESPN, and TBS.
Top Shows (by spend): NBA Basketball, NFL Football, College Basketball, Good Morning America, and SportsCenter.
Top Industry/Vertical Spenders (by spend): Airbnb (27%), Booking.com (21%), VRBO (15%), Expedia (14%), and Hotels.com (11%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Hotels.com under Travel Booking Services & Travel Agencies**
2023 YTD Spend: $11.4m
2022 FY Spend: $15.9m
2021 FY Spend: $9.2m
2020 FY Spend: $3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $1.2m
- Q2 2022 Spend: $7.4m
- Q3 2022 Spend: $4.8m
- Q4 2022 Spend: $2.6m
Impressions: 1.1b
Top Ad Types (by spend): YouTube (69%), Instagram (22%), Facebook (7%), and desktop display (2%).
Top Purchase Channels: Direct (99%), Display & Video 360 (<1%), and BuzzFeed Sponsored (<1%).
Top Publishers: youtube.com, instagram.com, facebook.com, yahoo.com, and buzzfeed.com.
Top Industry/Vertical Spenders: Priceline Group (44%), Expedia (32%), TripAdvisor (6%), Hopper (6%), and VacationVIP (2%).
Top Creative (by spend; see below): Pathmatics reports that 265 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Hotels.com also invests in OOH and local broadcast.
- Top podcasts sponsored: Freakonomics Radio, CNBC's "Fast Money," and The Mismatch.
Current Agency Roster:
- Wieden + Kennedy: creative
- ICF Next: PR AOR
- EssenceMediacom: media AOR
