BOOKING.COM USES UNUSUAL POP-UPS TO CLARIFY POSITIONING
Booking.com is known for making travel experiences unforgettable and manages to maintain that positioning through its content strategy. At Christmas, it launched the world’s most sparkly townhouse, the ‘House of Sparkle.’
The pop-up experience – based in London - was established in collaboration with fashion designer Christian Cowan, who is particularly known for his extravagant sparkly designs, when dressing stars for the red carpet.
Alongside other pop-up experiences, such as the ‘Cottage made entirely of chocolate’ in France, Booking.com assures fun and different experiences for its customers, with these out of the ordinary stays. In addition to this, Booking.com has, with these innovative concepts, become a platform with a new perspective in relation to the market and other providers.
Pepijn Rijvers, chief marketing officer at booking.com says: “The House of Sparkle was just one lavish example of the many unforgettable travel experiences customers can enjoy in the more than 5.7m reported listings in vacation homes, apartments and other unique places to stay on booking.com. Surrounded by an extraordinary array of gleam and glimmer, we wanted to offer our customers an unforgettable experience for Christmas.”
With these experiences Booking.com becomes a platform, which not only provides its users with hotels across the globe, but also offers something beyond the usual.