Travelers struggling to coordinate group trips now have a new, unconventional tool at their disposal: public shaming via billboard. Travel booking platform KAYAK has launched a new advertising campaign, dubbed "Bookboards," that allows users to nominate friends who are delaying travel plans for a chance to have their names and a custom message displayed on digital billboards.
The campaign targets a common frustration among travelers, with KAYAK data indicating that 84% of travelers have experienced a group trip falling apart during the planning stage. According to the platform, approximately 90% of these planning failures are attributed to a single friend's lack of commitment.
Submissions for the "Bookboards" campaign are free and can be made through August 4. Participants can nominate a friend by submitting their name, a personalized message, and basic details. KAYAK stated that while not every submission is guaranteed a spot, they will endeavor to create as many billboards as possible.
The billboards are set to appear in New York City, Chicago, and Los Angeles. This initiative comes as travel costs continue to rise, with domestic airfare increasing by 23% and hotel prices by 3% year over year, according to KAYAK. The company highlights that traveling with friends can mitigate these costs through shared expenses.
Beyond the "Bookboards" campaign, KAYAK, a subsidiary of Booking Holdings, has also introduced AI-powered tools and new features aimed at simplifying group travel planning. These tools allow users to compare destinations, create itineraries based on different budgets, locate highly-rated hotels, and discover locations that align with a group's travel style. Users can engage with KAYAK's AI by providing prompts about their desired trip, and the platform will generate recommendations.
Additionally, KAYAK launched a "Group Trip" feature that enables users to filter for popular and cost-effective destinations. This feature displays average round-trip airfare and nightly hotel rates under $500, assisting budget-conscious travelers in saving time and effort during their search.