Scale as the biggest challenge
Booking.com wanted to improve its relationships with its B2B partners—hotels, B&Bs, and apartment owners—around the world. The biggest challenge was making an impact at scale, because Booking.com has a vast number of business partners spread across the globe.
Expanding an award program
Booking.com already had its own Guest Review Awards, through which guests recognize the top-performing accommodations. To truly show our partners the value of the Awards, we take them behind the scenes of the Awards. And we let business partners around the world see and feel the impact.
An ambassador-driven content program
This resulted in a content platform in 16 languages, featuring 14 documentaries filmed in 10 countries. The winners of the Guest Review Awards, who serve as ambassadors in the content, are put in the spotlight. Insights gained during the creation of this content are used to create stories for the platform.
These were the results
The program led to improved brand perception and a positive sentiment among Booking.com’s partners regarding their relationship with the brand—all without spending a single euro on media.
