Hotels.com brings in Diffusion to promote mobile services

Travel search site Hotels.com has hired Diffusion to highlight its mobile services to UK consumers.

Hotels.com: launched its first iPad app in September 2011
Hotels.com: launched its first iPad app in September 2011

Diffusion aims to raise consumer awareness of the site’s mobile offering by driving visibility and downloads of the Hotel.com’s mobile and tablet app.

The agency aims to achieve this by examining trends on how mobile technology is changing the travel industry, positioning Hotels.com as a pioneer in this space.

Although established in 1991, Hotels.com has been slow to adopt mobile services, launching its first mobile app in April 2011 and its first iPad app in September 2011.

Alison Couper, global comms director at Hotels.com, said: ‘Since the app launched early last year, we have already achieved several million downloads but now want to take it to the next level.

‘We want to drive downloads to a point where everyone who uses the website will use the app so all our customers have the advantage of booking with speed, security and convenience – whenever and wherever suits them best.’

Diffusion plans to help drive downloads by combining strategic placement and product reviews in consumer tech media with the generation of consumer news stories. Diffusion will also promote exclusive app hotel deals and Hotels.com’s Welcome Rewards loyalty programme to personal finance media.

Ivana Farthing, head of mobile practice at Diffusion, said: ‘The Hotels.com app offers the spontaneity that travelling consumers need, whether they are caught out and need to find somewhere to stay quickly, or are simply browsing hotels for their next holiday on their way home.’

Hotels.com lists more than 150,000 hotels on 85 websites in 34 languages and sells 30 million room nights every year. It joined the Expedia Group in 2001.

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