Amid the flurry of holiday marketing, it can be tough to capture attention—especially during Thanksgiving, when many brands gravitate towards familiar themes like family bonding and expressions of gratitude. However, in 2016, HotelTonight, a mobile app specializing in last-minute hotel bookings, took a bold departure from these traditional motifs. With its clever and slightly irreverent ‘Visit, Don’t Stay’ campaign, the brand not only captured attention but also achieved a significant increase in bookings during a critical travel season. Here’s an in-depth look at the campaign’s strategy, execution, and the key lessons it offers for marketers.
Campaign Concept: Turning Holiday Frustrations into Marketing Gold
The ‘Visit, Don’t Stay’ campaign was built on an insight many can relate to: while visiting family during the holidays is a cherished tradition, staying with them can be another story. Whether it’s cramped quarters, awkward family dynamics, or a lack of privacy, the realities of holiday visits can often be overwhelming. HotelTonight tapped into this sentiment with a campaign that humorously acknowledged these challenges and offered a practical solution—a discounted hotel room.
This approach was refreshing in a landscape where holiday campaigns typically emphasize the joy of family togetherness. By acknowledging the less glamorous side of holiday gatherings, HotelTonight positioned itself as a brand that understands and caters to real customer needs.
Why It Worked: Humor, Relatability, and Timing
Subverting Holiday Norms
The success of the ‘Visit, Don’t Stay’ campaign lies in its willingness to break from convention. While most brands were busy celebrating the idealized version of Thanksgiving, HotelTonight leaned into the less-discussed but widely recognized downsides of family visits. This subversive approach not only grabbed attention but also differentiated the brand in a crowded marketplace.
Relatable and Targeted Messaging
The campaign’s messaging was razor-sharp, targeting millennials who might enjoy visiting family but prefer the comfort and independence of their own space. By using humor and relatable scenarios, HotelTonight connected with its audience on a personal level. The portrayal of exaggerated family members, such as the overly affectionate aunt or the opinionated uncle, struck a chord with many who had experienced similar situations.
Multi-Channel Execution with Strong Visuals
HotelTonight deployed the campaign across various digital platforms, including social media (Facebook, Instagram, Twitter), streaming services (Pandora), and popular websites (ESPN). The visuals were simple yet effective—cartoonish depictions of nightmare family scenarios paired with minimal text like “Family overload?” and “Visit, Don’t Stay.” This minimalist approach allowed the message to shine without overwhelming the viewer.
User-Generated Content and Social Engagement
The campaign didn’t just stop at traditional advertising; it also encouraged user participation. By inviting customers to share their own reasons for needing a hotel during the holidays using the hashtag #HotelTonight, the brand extended the campaign’s reach organically. The best entries were rewarded with HotelTonight credits, further incentivizing engagement and amplifying the campaign’s visibility.
Timing and Cultural Relevance
Timing was crucial to the campaign’s success. Launched during Thanksgiving but remaining relevant throughout the holiday season, the campaign tapped into a period when family visits—and the challenges they bring—are top of mind for many. By addressing a common pain point during a highly relevant time, HotelTonight ensured that the campaign resonated deeply with its audience.
Results: A Measurable Impact
he ‘Visit, Don’t Stay’ campaign achieved remarkable results, driving a 30% increase in mobile room bookings during the holiday season. This success underscored the effectiveness of combining humor, cultural insight, and a clear call to action. For HotelTonight, the campaign wasn’t just about increasing bookings—it was about reinforcing its brand identity as a savvy, customer-focused company that understands the nuances of modern travel.
Key Takeaways for Marketers
1/ Challenge Conventional Wisdom
Don’t be afraid to go against the grain. By challenging the traditional narrative of Thanksgiving, HotelTonight stood out in a saturated market. Consider how your brand can similarly subvert expectations to capture attention and resonate with your audience.
2/ Leverage Relatable Humor
Humor, when done right, can be a powerful tool for building connections. The key is to ensure that the humor is relatable and relevant to your target audience, as HotelTonight did by tapping into common holiday frustrations.
3/ Maximize Multi-Channel Strategies
A campaign’s reach and impact are amplified when executed across multiple channels. Ensure that your messaging is consistent but tailored to the strengths of each platform, just as HotelTonight did with its digital placements and social media engagement.
4/ Encourage User Participation
User-generated content can significantly extend the life and reach of a campaign. By incentivizing participation, you not only deepen engagement but also build a sense of community around your brand.
5/ Timing is Everything
Align your campaign with culturally relevant moments to maximize its impact. HotelTonight’s success was in part due to its perfect timing during the holiday season, when family visits are top of mind.
Conclusion: Disrupting the Status Quo with Humor and Insight
HotelTonight’s ‘Visit, Don’t Stay’ campaign is a masterclass in how to disrupt the holiday marketing status quo with humor, honesty, and cultural insight. By addressing a common pain point in a light-hearted way, the brand not only drove business results but also created a memorable and relatable campaign that stood out during a traditionally crowded season. For marketers, this campaign serves as a reminder that sometimes, the most effective strategy is to embrace what others shy away from—and to do it with a wink and a nod.
No crystal ball is needed—just a growth plan for 2025. Let’s chat while you still have time!
