Best Western Hotels & Resorts faced the challenge of standing out in a highly competitive and increasingly commoditized hotel market. While the brand was well-known for its value and reliability, it needed to evolve to win over the hearts of modern travelers. With limited tangible differentiation among competitors, Best Western recognized the importance of addressing travelers' desire for authentic experiences. To achieve this, the brand partnered with PMG to shift its messaging away from pure promotions, focusing instead on an emotionally resonant narrative that could set it apart and strengthen customer loyalty.
Travel is an adventure—a vibrant, chaotic, and beautiful mix of thrilling and tiring moments; it is full of imperfections and yet can be perfect. Best Western embraces it all, and wants to position the brand as the bridge that connects people with unforgettable experiences and new memories, and dependably supports their adventures every step of the way. Our goal was to establish Best Western as the catalyst to help travelers welcome the roller coaster of real life while making the most of every journey.
To address this challenge, Best Western, under the leadership of its new CMO, Joelle Park, launched the "Life’s a Trip" campaign. The strategy and approach were clear: elevate the brand by forging emotional connections with travelers, positioning Best Western not just as a place to stay but as a catalyst for their ideal getaway—making it a meaningful part of their travel experience.
The campaign aimed to differentiate Best Western by focusing on the small, authentic moments that make travel special. By leveraging emotional storytelling and a fresh, modern approach to media, the campaign sought to resonate deeply with key audiences, including families young and old, and adventure seekers.
Through an analysis to understand travel patterns among income segments, we uncovered three key traveler archetypes: the family-focused traveler, favoring beach or amusement park destinations; the adventure traveler, prioritizing national parks with flexible accommodation preferences; and the budget-conscious retired traveler, traveling primarily to visit friends and family. These insights were critical in shaping our approach to target these distinct groups effectively.
Our team executed the campaign with precision, focusing on both creative storytelling and strategic media deployment. The campaign’s creative centered around video spots that told relatable, emotionally charged stories of real travel experiences. Each spot highlighted simple yet meaningful moments, such as a family enjoying a day at the beach or a couple trying to capture the perfect photo of their dog. The messaging was clear and direct: "Life’s a trip. Make the most of it at Best Western." This slogan encapsulated the brand’s commitment to being more than just a hotel but an integral part of the travel experience. And to aid brand recall, we took a cue from cinema and infused the Best Western logo into the opening and closing of the spots, helping our creative better stand out without detracting from the story.
By leveraging historical data, media mix modeling (MMM) insights, and competitive intelligence, the media investment strategy shifted toward a stronger focus on spring, and previously under-utilized channels capitalizing on demand to drive greater impact compared to previous years and adapt to travelers’ changing media and booking habits.
We employed broadcast, connected TV, online video, audio, social, display, and rich media placements. This multi-channel approach ensured that the campaign reached its diverse target audiences effectively. Throughout the campaign, we employed real-time data analysis through PMG’s operating system, Alli, to continuously refine its approach across media and creative insights. Ads that resonated well were given additional investment while underperforming assets were adjusted or replaced.
While the primary focus was on storytelling, the campaign also seamlessly integrated promotional offers to drive immediate bookings. These offers were strategically highlighted alongside dynamic ads pulling in relevant local properties, encouraging direct bookings, and enhancing overall campaign ROI.
The campaign delivered outstanding results, solidifying Best Western’s position as a leader in the hospitality industry. The campaign's success was evident in several key areas:
Despite a challenging period for hospitality brands serving middle-income travelers—in midyear, STR and Tourism Economics downgraded their U.S. hotel forecast for the year because of inflation’s impact on the economy and midscale segments—by focusing on authentic storytelling, Best Western not only attracted new customers but also deepened the brand’s connection with existing ones. The campaign helped Best Western lay a sustainable foundation for long-term brand loyalty (ranking #2 on Newsweek’s America’s Best Loyalty Programs).
