The Booking.com Traveller Review Awards provide an opportunity for Booking.com to thank their highly-reviewed partners for their hard work, acknowledging how much effort goes into providing outstanding traveller experiences. Winning partners are presented with a personalised award kit which highlights their achievement and allows them to showcase their accomplishment in any way they choose.

Now in its 12th year, the Booking.com Traveller Review Awards targets all of Booking.com's travel providers with high review scores across 221 countries, including accommodation partners, car rental providers, and airport taxi suppliers - essentially, all of the businesses, big and small, that do their part to make an exceptional experience for every traveller.

Our task from Booking.com was to revamp the campaign to recapture engagement and showcase the value of the award to its 1.4 million recipients across the world.

This is a campaign that embraces the vast diversity of what it can mean to be a TRA winner. With different skills and personalities, every staff member has a unique way of going above and beyond for their guests - and these idiosyncrasies make their teams stronger. The ‘Hall of Fame’ brings together these diverse individuals, allowing each one to champion the special characteristic that makes them a TRA winner while inviting our audience to step up and take their place among them.

The strategy was to get all active accommodation and transport partners who have a winning traveller review score to feel valued and appreciated by thanking them for the efforts they make to provide a great traveller experience, inviting them to share their achievements with the world.

In order to deepen relationships with the brand, the campaign not only provided winning partners with a personalised award kit, but also launched a series of video content showcasing three real winners reflective of our target audience thanking them for their hard work. Included were a series of editorial content sharing best practices and providing valuable knowledge and insight from a variety of partners.

To increase the perceived value of an award, the campaign worked with the content marketing team to integrate the awards into other areas of editorial content, as well as offering partners an opportunity to get featured in future content as

The campaign was spearheaded by a hero film, three spotlight films and an animated explainer video - all translated across 9 languages. It also included email banners, social posts, landing page design, and web banners - all translated across 31 languages. These were distributed across three campaign phases (Teaser, Launch and Care) through email, paid and organic social channels, the Booking.com website, and the online Partner Hub.

The campaign celebrated a record 1.48 million winning partners across 221 countries, achieving the highest ever partner satisfaction score of 93.2% for Booking.com’s Traveller Review Award campaign. Award kit downloads increased by 65% compared to last year’s campaign, and the suite of films gained over 470k views. Editorial content amassed over 100k views, a 437% increase on last year. Overall, this year’s Traveller Review Awards campaign was their most successful edition to date.