The situation
It’s fair to say that 2020 was a year the travel and tourism industry would rather forget.
With leisure and business travel at an all-time low, it was harder than ever for booking sites to connect with their consumers. If Hotels.com wanted to stay top-of-mind, they needed to tap into something people were talking about and tie it back to travel in a relevant way.
And that something was the 2020 presidential election.
![A Tweet from @Apayl: Words can't describe how tired I am of this [censored] election.](https://assets-global.website-files.com/5d8d1c4688719370b66cd686/62b605e47175fe71bc81d031_tweet3alt.svg)
Realest world truth: People are over politics
The solution
Offering poll-weary voters a much-needed chance to escape, we listed a remote, man-made cave in New Mexico for all of election week for the bargain price of $25. In other words, a chance to live under a rock.
Though this room was only available on a first-come, first-serve basis, those who tried to book it and failed automatically received 20% off any stay, at any property, with the word “rock” in its name.
![A Tweet from @hotelsdotcom: Election burnout making you [angry emoji faces]? We can help you swerve** the election week convos and live under a rock ... literally.
**just make sure you vote first, cool ppl vote.
Image pointing to a cave in the middle of nowhere with the text "hide here."](https://assets-global.website-files.com/5d8d1c4688719370b66cd686/62b605e47175fe1f1381d021_uar-sol-1%402x.png)
The impact
As soon as it hit Hotels.com, everyone started talking about this unique, one-of-a-kind room—from the Washington Post, CNET and People to Thrillist, Travel + Leisure and Late Night with Jimmy Fallon.
At a time when the world was completely shut down, it helped make travel a big topic of conversation again.
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