Hotels.com: Introducing Bleisure to Japan

Hotels.com, a hotel-booking service, used humour to reach business travellers in Japan.

The Opportunity

Research suggested that the domestic traveller was a massive untapped opportunity for OTAs in Japan.

Hotels.com wants to be seen as a leading player amongst that target audience.

The Scenario

Japanese employees don't like domestic business travel. Who can blame them - they take the Shinkansen in the morning, get to their destination. Meeting after meeting, Shinkansen back to Tokyo and at home to bed. That's a long work day, with travel.

What If?

They got to stay the night? Enjoy the city after work, onsen, Izakaya, shop?

They could have a great meal, sleep in a...

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