Hotels.com
Shaping How Millions Book Travel with Strategic Storytelling
Services Provided: Brand Strategy - Messaging & Positioning | Web Design & Copy | Campaign Strategy | Competitive Research
Driving global performance through strategic messaging, UX clarity, and research led insights.
The AJR Edit partnered with Hotels.com to elevate product storytelling across various global campaigns and multilingual landing pages. Through simplifying complex experiences and aligning messaging to traveler needs, we helped Hotels.com drive stronger engagement and higher conversion.
Our Impact
$23M
contributed in annualized GP
This was achieved though leading the end-to-end go-to-market and shaping product messaging across the brands hotel products.
65%
Increase in engagement with Hotel Comparison Tool
Optimized onboarding and clearer value communication for the product experience.
11%
Increase in Conversion
Led the launch of the largest product focused global campaign. Refined naming, positioning, & naming.
$9.1M
Saved in Agent cost
Led roadmap prioritization and optimized product experience to improve the traveler self service experience.
Driving Brand Preference Through Strategic Storytelling
Shaping clear, compelling brand stories that meet travelers where they are, strengthen recognition and trust, and ultimately drive higher engagement and conversion.
Brand Strategy: Messaging & Positioning
Sharpening Your Value Story So Customers Instantly Understand Why You’re the Better Choice
Key Initiatives:
Shaped messaging, naming, and positioning for hotel shopping products.
Defined emotional and functional benefits for Price Confidence, Price Insights, Rate Calendars, and comparison tools.
Built competitive differentiation by analyzing Booking.com, Google, Airbnb & Priceline value messaging.
Refined brand voice across multiple global surfaces to ensure clarity and consistency.
Result: Messaging that articulates Hotels.com’s core value, helping travelers make smarter and clearer booking decisions. This strengthened the brand’s position in a crowded market.
Web Design: US & Copy
Turning Complex Product Features Into Intuitive Digital Journeys
Key Initiatives:
Designed and optimized multilingual landing pages using Figma, integrating SEO best practices.
Delivered UX copy for comparison tools, pricing features, and onboarding flows to simplify understanding of complex insights.
Partnered with Product and User Design teams to align all copy across web, app, and global markets.
Results: A clearer, more intuitive traveler experience that increased engagement by 29% on redesigned surfaces and drove stronger feature adoption across key shopping tools.
Campaign Strategy
Translating Product Capabilities into Market Ready Stories That Drive Engagement & Conversion
Key Initiatives:
Led GTM strategy for hotel shopping, AI-powered features, and global product launches.
Developed campaign frameworks used by global creative teams to build product-focused campaigns.
Guided storytelling for hotel price alerts, price insights, and transparency features supporting FTC pricing requirements.
Created cross-channel content strategy for web, app, email, and CRM.
Result: Campaigns that delivered measurable results 6.7% lift in engagement and 11.3% lift in conversion by connecting product value to traveler needs in a clear, compelling narrative.
Competitive Research
Using Data, Research, and Insights to Shape Product Stories That Convert
Key Initiatives:
Conducted competitive analysis and synthesized traveler behavior research to inform messaging direction.
Facilitated cross-functional workshops with 20+ stakeholders to align brand, product, and UX teams around differentiation and roadmap prioritization.
Diagnosed friction points in booking behavior and shaped product stories that remove confusion around price fairness, fluctuations, and comparison.
Result: Product narratives rooted in real user needs; driving stronger engagement, clearer comprehension, and more confident travel decisions at scale.
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Product Messaging
Insight-led communication that delivers the right message, at the right moment, in the right format.
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Campaign Strategy
Messaging that simplifies the story and strengthens brand clarity across global markets.
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In App Messaging
User-first microcopy crafted to reduce friction and build trust at every step of the journey.
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Campaign Strategy
Transforming regulatory requirements into confident, value-driven messaging travelers understand instantly.
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Email Marketing
Clear, concise UX copy that turns complex features into intuitive user actions.
