Defining the voice

Booking.com’s fastest growing business unit

Context Around 2015, Air Bnb was giving Booking.com a run for its money. Booking needed to respond so it dedicated one team to validate the business need for investment in vacation rentals.

Challenge As the first writer developing Booking’s next product offering, I was tasked with defining the voice, brand messaging, and value propositions for the product.

Contribution Using data from market research, I developed a tone of voice that centered on families, the primary booker of these property types. I created value propositions that highlighted our brand strengths and differentiated us from our competitor and collaborated with my designer to deliver a landing page to drive new customers into our funnel. 

Impact Over the course of two years I developed, validated and codified the guidelines and guardrails for writing copy for vacation rentals. We had proven the value of homes and apartments as a strategic offering. Our small product team of 5 was funded and scaled to become Booking.com’s most significant business offering. 

Role Senior UX Writer | Booking.com, travel | Collaborators UX Designer, UX Researcher Director of Product