40K+
Branded hub pageviews
260K+
Creator IG views
144%
Meta sponsored social video engagement (above benchmark)
The brief
Drive favorability and consideration among US consumers
What we know
41% of Tripadvisor global users like to be the first to try new things
What we created
We employed a strategic suite of custom executions and influencer-led content to tout new, modernized designs & elevated service at Holiday Inns. This included a first-of-its-kind Creator Social Series that followed influencers around the U.S. as they challenged themselves to try new things while staying at a Holiday Inn, spotlighting redesigns and new amenities. It also included a branded hub and trips with custom itineraries to encourage travelers to explore and book around priority properties or locations, based on creator content.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.