Recognising that consumers dedicate hours of time and effort into researching and booking travel plans through multiple media channels, Hotels.com strove to enable consumers with the means to realise a simple, secure and smart hotel booking experience via their VOD platform. Traffic to Hotels.com’s VOD channel is supported with promotional banner messaging throughout COMCAST’s TV Guide Channel and Interactive “iGuide” channel. Upon arriving at the hotel-deals-on-demand website, viewers click on ‘Travel Deals’ and can choose from a list of 10 top domestic travel destination cities. For each destination, discounted pricing for 10 hotel properties are featured; users view 15-second promotional segments highlighting each city, and include a video tour of the hotel and narration covering the key highlights of each property. Viewers are given an exclusive promotion code, and have the option of redeeming by either calling a unique phone number, or going online directly to find the featured property.

Hotels.com’s VOD efforts effectively drove incremental sales volume, new customer acquisition and long-form user interaction and engagement with the brand, via an innovative and emerging consumer media platform. • 117% increase in campaign transaction rate.

• Viewers spent an average of two and a half minutes on the hotel deals on-demand page, a qualified level of interactive brand engagement far exceeding viewer interaction with basic TV commercial units.

• 300million+ total hotel deals on-demand interactions to date.

• 57% of transactions/bookings are by NEW customers.• Average VOD booking revenue is 11.5% higher than average call center customers.