gets it ‘booking right’ by dramatizing traveler anxiety

Americans are well-known for working long hours and for their limited amount of vacation time. Which means vacation planning is especially crucial to American travelers. They tend to feel anxious about planning the perfect trip and even pressured to achieve a “once in a lifetime” vacation. Priceline’s, popular among European tourists, launched its first U.S. campaign recently with a TV commercial that tackles these concerns.

The lighthearted 60-second spot focuses on that moment of joy when happy travelers see just how nice their accommodation is and feel hopeful that the trip will meet expectations. An assortment of travelers—a family of five, a couple, a group of women—all arrive at their holiday destination, weary from their journey and nervous about what awaits them on the other side of the hotel room door. When the lodgings turn out to be a winner, there is much celebration, and a voiceover declares: “You got it right! You got it booking right!” prioritizes the customer’s experience by committing to deliver the right vacation, with the commercial doing a nice job of illustrating the brand’s promise to “bring an end to the ‘click-and-hope-for-the-best’ era of online travel planning.”

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