Epoch Films' Carl Sundemo Directs Latest HotelTonight & Airbnb Spot
Full-service creative agency Barrett Hofherr has launched a new national ad campaign for HotelTonight and Airbnb for the pair’s first-of-its-kind travel perk. The campaign shows how HotelTonight, the go-to mobile booking platform for incredible deals at top-rated hotels, and Airbnb, represent two ends of the same travel spectrum, complementing one another to provide overwhelming value for today’s modern traveler.
Rather than relying on a traditional points system, the new loyalty program introduces a “cross-platform funnel” model, a fresh take on travel rewards that encourages users to experience both platforms. Those who book through HotelTonight will receive a 10% credit to use towards a future stay with Airbnb.*
The campaign strategically addresses the growing trend of “hybrid travelers,” those who enjoy a sleek, design-forward hotel or a charming countryside Airbnb stay. The initiative redefines what a travel rewards program looks like in today’s world, especially as work-life flexibility continues to evolve and economic uncertainty affects travel plans.
Creative assets include a 30-second hero spot, :15s, :10s, :06s, and influencer content. Ads will run nationally across OTT, YouTube, TikTok, Instagram, Facebook and Snapchat through the end of the year, with seasonal refreshes during key travel windows such as end of summer and holiday.
The centerpiece creative spot uses a playful split-screen format to illustrate the complementary nature of the incentive program. A spokesperson begins their journey in a hotel before crossing over the split-screen into an Airbnb stay, often in humorous, unexpected ways. The agency blended high-production assets with AI-optimized creative tailored to specific audiences, while collaborating with over 50 influencers—ranging from Brady the Corgi to Bobby Berk—ensuring the campaign could effectively adapt across different media channels and audience segment.
This collaboration marks a strategic reinvestment into the HotelTonight brand, as the company went dark during the pandemic, while also introducing new travelers to the Airbnb platform. Airbnb acquired HotelTonight in 2019 for $400 million.
The work marks a major evolution from Barrett Hofherr’s earlier partnership with HotelTonight, growing from a small 2019 campaign into a full-scale AOR engagement.
*Credit calculation excludes taxes and fees. Available to users in the US and UK only. See Terms.
Credits:
- CLIENT NAME: HotelTonight
- AGENCY: Barrett Hofherr
- CHIEF CREATIVE OFFICER/CO-OWNER: Jamie Barrett
- EXECUTIVE CREATIVE DIRECTOR/PARTNER): Todd Eisner
- ART DIRECTOR: Michael Simon
- COPYWRITER: Liam Berg
- DESIGNER: Oliva Duff
- HEAD OF PRODUCTION: Conor Duignan
- EXECUTIVE PRODUCER: Charlotte Dugoni
- HEAD OF ACCOUNTS: Krista Osol
- HEAD OF BRAND MANAGEMENT: Fiorella Juarez
- ACCOUNT SUPERVISOR: Anne Marie Harald
- BUSINESS AFFAIRS: Tricia Krasneski
- PRODUCTION COMPANY & CITY: EPOCH, LA
- DIRECTOR: Carl Sundemo
- 1st AD: Kika Bueno
- SENIOR EXECUTIVE PRODUCER (PRODUCTION CO): Megan Murphree
- LINE PRODUCER: Megan Miller
- DIRECTOR OF PHOTOGRAPHY: Pepe Avila Del Pino
- PRODUCTION DESIGNER: Monica Bidault
- PRODUCTION SERVICE COMPANY: The Lift, Mexico City
- EXECUTIVE PRODUCER/PARTNER: Fuad Abed
- PRODUCER: Jose Aguirre
- PRODUCTION COORDINATOR: Ceci Gallegos
- WARDROBE: Paola Alfaro
- EDITORIAL COMPANY & CITY: Exile, LA
- EDITOR: Grant Surmi
- ASSISTANT EDITOR: Kyle Behrens
- PRODUCER: Adam Parker
- EXECUTIVE PRODUCER: Jenn Locke
- VISUAL EFFECTS/FINISHING COMPANY & CITY: Untold Studios, LA
- VISUAL EFFECTS PRODUCER: Emily Avoujageli
- EXECUTIVE PRODUCER: Nathan Hoad
- VFX SUPERVISOR: Adrian Hurley
- LEAD ARTIST: Tom Moreland
- SOUND DESIGN/MIX COMPANY & CITY: One Union, SF
- SOUND ENGINEER: Joaby Deal
