Booking.com is ringing in 2020 with a hotel experience themed around 20 popular New Year’s resolutions.
The travel company will open Resolution Resort, a stayable experience in New York with 20 suites that each align with a resolution, such as being more active, reading more and practicing self-care. Beginning Monday, Jan. 13 consumers can reserve two-night stays for their intended suite for $20.20 on Booking.com. Each stay includes custom programming related to the suite’s theme.
Open Jan. 17-19 at the Broad Exchange Building in Manhattan, the activation is an extension of the Amsterdam-based brand’s integrated marketing campaign created by agency Anomaly. The campaign encourages consumers to take a trip to kickstart their resolution with the tagline, “There’s a booking for every New Year’s resolution.”
The campaign, which debuted Dec. 23 with digital and TV spots, shows travelers achieving their New Year’s resolutions by booking trips on the platform.
Resolution Resort is also inspired by findings from a survey that accompanied the campaign, conducted by market research firm Lucid in November and December 2019. The poll of 1,000 nationally representative Americans found that 72% are interested in traveling to help achieve their New Year’s resolutions; 49% would make 2020 resolutions that are practical; and 28% of men and 22% of women would make being more adventurous their main resolution.
“Booking.com wanted to be present during this seasonal timeframe to remind consumers that travel isn’t just transactional, but also inspirational,” said Arjan Dijk, CMO at Booking.com, in a statement. “The main message consumers should leave with is that Booking.com makes it easy to book a trip that will help make your resolutions come true.”
For the experience, Dijk said his team landed on 20 universally relatable resolutions and then brainstormed how to creatively bring them to life for consumers. The suites, which were designed in house, range from one- to two-bedroom apartments with full kitchens and bathrooms.
Highlights of the experience include the Spend Quality Time With Your Pet suite, complete with a green turf rug and sofa and play structures for dogs and cats. Pet owners also get a free grooming session and a meeting with a pet whisperer. The Read More features a bed that resembles a book and a living space for reading; the stay also includes a private tour of a city library and meet-and-greet with a published author.
For those who want to experiment more with cooking in 2020, the Cook Up a Storm suite has a branded kitchen and dining room, and includes a food shopping spree and a Thai cooking class. And the Snap the Best Shot suite has a mini photography studio and offers a class on content creation.
Other suites are inspired by learning to dance, meeting new people, becoming a better event host, volunteering and rekindling romance with a partner.
For consumers unable to book a suite, Booking.com has launched a social media contest that will reward 20 people with resolution trips valued at $2,020. Social media users can enter to win by posting their resolutions on Instagram and Twitter with the hashtags #bookmyresolution and #contest.
Booking.com ramped up its experiential marketing efforts in 2019, with overnight activations that included a recreation of the Addams Family Mansion in Brooklyn and a giant sandcastle in Coney Island. With experts citing themed hotels from brands as a trend that will continue to grow in 2020, Dijk said Booking.com intends to continue creating stayable activations for consumers throughout the year, especially during prime travel seasons like spring and summer.