In many ways, the bar is set pretty low for
straight men. A new “This Guy Books” campaign for travel site Booking.com centers around the message that a little effort can go a long way.
Singer-songwriter Teddy Swims is shown
posing seductively on a bed in the suggestive “This Guy Books” campaign. The title riffs on a common, very explicit phrase (“This guy fucks”), which the Urban Dictionary
defines as a guy (used in a gender non-specific way) who “gets it done.”
“This Guy Books” focuses on the allure of a partner who simply takes the initiative to book a
trip, based on a brand survey in which 93% of women agreed that taking that step is a “major turn-on.” And 56% agreed that a partner planning and booking a trip would be “just as
arousing, if not more, than foreplay.”
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That could prove to be a convincing motivator. Two-thirds of men in the survey admitted they’d be more likely to plan a trip if they knew it
would result in them getting “extra affection.”
The campaign itself centers around the chance to book a romantic Swims-centric Chicago weekend trip Dec. 7-9 — a package that
also includes $10,000 in Booking.com travel credits to plan a dream vacation.
On Nov. 25, beginning at 10 a.m., the “This Guy Books Experience” Chicago weekend trip package will be
available to the first five guests to book the trip for a cost of $1.43 -- a throwback reference to the pager code for “I love you.” The package includes a private meet-and-greet with
Swims, who will help the winning couple plan their ultimate trip, as well as two tickets to a festive holiday performance featuring the “Lose Control” singer, a two-night stay at a
“luxurious” Booking.com property in Chicago, and reservations for two at “one of Chicago’s most romantic restaurants.”
To promote the offer, Booking.com shared a
video ad starring Swims on its social media pages, with
the video garnering nearly 18 million views on TikTok so far.
“Being the guy who plans the trip is hot,” Swims said in a statement. “‘This Guy Books’ is all about
showing up, taking the lead, and turning a few taps on Booking.com into memories that last way longer than that box of chocolates or flowers ever could.”
In a release for the campaign,
Booking.com described the “This Guy Books” experience package as continuing the brand’s “momentum in unlocking exclusive, buzzworthy experiences -- from celebrity-hosted stays
to curated itineraries — that merge entertainment, travel, and design in unexpected ways.”
In an October earnings call with investors discussing its Q3 earnings report, parent
company Booking Holdings emphasized its expansion of “alternative accommodations” offerings, reporting that listings grew to over 8.6 million during the quarter, a 10% increase
year-over-year.
“Travelers value choice, and the breadth of supply across hotels, homes and unique properties differentiates us as a platform. Alternative accommodations remain a
long-term growth opportunity,” Booking Holdings CEO Glenn Fogel said during the call
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