‘Grow Green with Booking.com’ Sustainability Campaign in Thailand CASE STUDY
Travel and Lifestyle Award at the 2023 PRCA APAC Awards | Environmental Campaign-Bronze at PR Awards Asia 2023
Booking.com, a leading online travel platform that allows users to book accommodations, flights, rental cars, and other travel-related services, aims to become the top travel brand for sustainability in Thailand. Recognizing the travel industry’s significant contribution to pollution, carbon emissions, and waste generation, Booking.com is developing innovative solutions to make travel more sustainable.
In collaboration with Vero, the company launched a compelling communications campaign that amplified Booking.com’s Travel Sustainable Program among Thai consumers, KOLs (Key Opinion Leaders), and the local media.
By introducing the ‘Travel Sustainable Property’ badge, the company offers a wide range of sustainable accommodation options for travelers, encouraging immersive experiences in certified eco-friendly properties.
Grow Green was a two-part campaign, and the first stage, Grow Green Stay, involved designing and building a fully sustainable accommodation option bookable via Booking.com website. The accommodation was made using sustainably sourced clay and employed elevated levels of sustainable architecture and functionality, such as:
- A sustainably built Clay House leveraging energy-saving methods and reducing material production.
- Onsite dinner with natively and organically sourced ingredients, partnered with Local Aroi, an enterprise that works with indigenous communities in Thailand to highlight their authentic culinary offerings.
- Various sustainable practices, verified by independent industry bodies that note the campaign’s positive impact on society and the environment.
The second phase of this campaign was called Grow Green Together and involved gathering influential journalists and KOLs to visit accommodations that have earned the Booking.com ‘Travel Sustainable Property’ badge. The Clay House served as the inspiration for this phase of the campaign.