Key Takeaways:
- Hotels.com debuts "Bellboy," the world’s first “spokesbell,” as part of a global brand relaunch targeting younger and international audiences.
- From April 21 to May 26, Hotels.com members can save up to 20% on thousands of hotels and earn 50% more rewards on bookings.
- Bellboy will be localized to speak in different languages and highlight regional travel preferences, showing cultural sensitivity and strategic tailoring to strengthen global reach.
Move over, Captain Obvious, there’s a new bell in town.
Hotels.com has just unveiled its new global mascot, named "Bellboy," as part of a brand relaunch aimed at engaging a new generation of travelers.
The campaign marks the Expedia Group-owned platform's first major character introduction since retiring "Captain Obvious" in 2022.
It positions Bellboy as a savvy, charismatic guide to help users maximize their hotel bookings and rewards.​
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To celebrate the 18-inch-tall animated hotel desk bell's debut, the booking platform is offering its most rewarding sale to date.
Through May 26, members can save up to 20% on hundreds of thousands of hotels worldwide, earning 50% more rewards on bookings.
The promotion is part of a broader strategy to enhance Hotel.com's value proposition for travelers and encourage the use of its app and loyalty program.​
Bellboy's character is designed to be universally relatable, with plans for localized adaptations across different markets.
In South Korea, for example, where customers are heavily price-driven, Bellboy will focus on highlighting deals.
Aligning content with regional values and behaviors demonstrates cultural fluency and boosts effectiveness in key markets.
On the other hand, tying deep discounts to loyalty rewards incentivizes both new sign-ups and repeat bookings, reinforcing long-term brand engagement and loyalty.
Don’t Just Book It, Bellboy It
Developed in-house and directed by duo Jonny and Will of production studio Blinkink, a series of short ads was shot at an 18th-century mansion outside London.
Each commercial emphasizes Bellboy's playful yet informative persona, meant to educate travelers on how to take advantage of Hotels.com's tools and discounts with catchy tunes.
The platform's price alerts and last-minute deals enable customers to get the most out of their bookings.​
“Here at Hotels.com, we’re no strangers to a mascot, and Bellboy fits right in because he’s just as obsessed with helping travelers make smart booking decisions as we are,” Hotels.com SVP and GM Hari Nair said in a press release.
“For example, you may not know we have more than 35,000 last-minute deals on Hotels.com, or that you can now set up a price alert on the app to tell you when a hotel rate drops.
Bellboy is going to make sure you know about these tools. It’s about helping people who love to travel get more value and rewards without the hassle," Nair added.
Belboy will appear in various marketing channels, including social media platforms like Instagram, TikTok, and YouTube, as well as in global ad campaigns.​
The initiative reflects Hotels.com's commitment to evolving its brand identity and enhancing customer engagement through innovative marketing strategies.​
Meanwhile, Max recently launched its rebranding with a monochrome logo reminiscent of HBO's prestige and legacy.
