Priceline has not ruled out a major branding programme for its European brand booking.com after admitting that its previous strategy did not suit the UK market. Since the ill-fated launch of Priceline in Europe the company has shied away from any major marketing for its European arm despite its acquisition of Active Hotels and development…
Priceline eyes marketing push for Booking.com
Priceline has not ruled out a major branding programme for its European brand booking.com after admitting that its previous strategy did not suit the UK market.
Since the ill-fated launch of Priceline in Europe the company has shied away from any major marketing for its European arm despite its acquisition of Active Hotels and development of the booking.com brand.
Officials have admitted for the first time that the previous Priceline marketing programme was suitable for a US audience but did not resonate with UK consumers.
Brett Keller, chief marketing officer for Priceline, told Travolution: “We came back to the US with our tails between our legs over the logistics of that campaign.”
Booking.com has established itself as one of the leading hotel aggregators in Europe in recent years and the acquisition of Active Hotels saw very little crossover with other hotel sites under the Priceline umbrella, Keller said.
He added: “There will absolutely be a time where we will look at the booking.com brand and give it more of a public show.”
The competitive rates on booking.com meant that is “the right place for that type of product” during an economic downturn, Keller said.
