Learn how we executed an impact-driven digital PR strategy for Booking.com for Business that helped secure authoritative and relevant links across national, regional, and industry-specific US publications.
The Client.
Booking.com for Business was launched in 2015 with the main objective of making business travel easy for everyone.
Fast-forward to the present day. Booking.com for Business provides clients with access to over 420 airlines and over 3 million accommodation options. The brand’s ethos of saving business travellers time, money, and energy has resulted in over 170,000 active company clients.
The Brief.
Booking.com for Business approached us in June 2024 with a clear objective: increase authoritative, high-quality earned links and media coverage from US national, regional, and industry-specific publications to:
- Strengthen the brand’s online presence
- Support SEO growth through relevant keyword targeting
- Build trust and credibility within the business travel space
Following a successful engagement with the wider Booking.com brand, our proven expertise in travel and US digital PR made Digitaloft the perfect fit.
The Strategy.
Through years of experience, we know that securing coverage in the US can be more difficult than in the UK.
To drive meaningful impact, we developed a strategy combining data-led hero campaigns alongside proactive and reactive pieces.
Our hero campaigns had multiple angles to ensure they resonated with multiple industries to maximise our outreach efforts. Every campaign was relevant to specific target pages and topics the business wants to rank for including ‘business travel’ and ‘corporate travel agent’.
Our goal was to earn links that would boost organic visibility, support keyword rankings and enhance the brand’s E-E-A-T signals.
We began by identifying:
- Where business travel decision-makers spend time online
- What topics they engage with
- How competitors were leveraging digital PR in the space
This gave us a solid foundation to position Booking.com for Business as a true authority in the business travel space.
Hero Campaigns.
To land the Booking.com for Business brand in front of business travel bookers, SME owners and business travellers, relevant data-led hero campaigns formed the foundations of our strategy.
Since our partnership with Booking.com for business began, we have created campaigns that we knew would appeal to journalists and the brand’s target audience, such as the Business Travel Airport Index and Global Business Hotspots.
Our hero campaigns are always data-driven, have a watertight methodology and include several factors that allow for multiple outreach angles. Where possible, a weighted ranking system will be created to create headlines that can include phrases such as ‘the best’, which we know perform well with journalists. These campaigns generated widespread media interest, driving coverage across high-authority publications.
Proactive & Reactive PR.
To maximise results from our digital PR activity, we run an “always on” proactive and reactive strategy that works alongside the launch of the hero campaigns. This part of the strategy leverages internal data and blog content to provide valuable insights and advice, which positions Booking.com for business as the leading experts in the business travel industry.
Through sharing informative advice to business owners and travellers, we have been able to strengthen the E-E-A-T profile of the brand.
Incorporating internal blog copy in our proactive strategy meant we were able to target relevant industry publications with expert insights and advice. This enabled us to secure coverage on publications such as Vegas Means Business, Investopedia and Business News This Week.
Alongside this, we also implemented a reactive strategy, meaning we were able to react to any breaking or relevant news stories.
In the US, around 45% of business travellers are female, which created a hook for some of our proactive work. We shared advice on how female travellers can keep safe while on a business trip, as well as utilising survey data to create a business travel trends piece.
The Results.
Our digital PR strategy has delivered standout results for the brand in less than 12 months, with our focus always being quality over quantity when it comes to our results.
Here’s a sample of the coverage we’ve earned:
And here are of the standout stats from our partnership to date:
- 75+ hyper-relevant links earned
- 25 brand mentions
- Average DR of 53
- 67% new domains
- 28% increase in traffic