Campaign
Hotel Etiquette
My Role
Assoc. Creative Director
Responsibilities
Visual briefing
Animation briefing
Audio direction
We explored the unspoken rules of hotel etiquette, inviting our Hotels.com community to weigh in on pressing hotel faux pas:
How free are the hotel freebies?
Is roaming around in your robe a yes or no?
Is dive-bombing the pool ever okay?
What’s off-limits, and what’s fair game?
Let’s discuss…
+32m
Total views (as of Jan 2025)
+65k
Comments + likes
The Hotel Etiquette social-first series lived across Instagram Reels, interactive Stories and editorial features on Expedia Magazine.
The campaign struck a chord with audiences for its relatable humour and charmingly exaggerated scenarios, making it Hotels.com’s most engaging Instagram content to date with over +32m impressions.
The bold, character-led illustrations perfectly capture the campaign’s tone—playful, vibrant, and witty. Each visual, set against Hotels' uplifting branded palette, is packed with personality, drawing viewers in with charm and clever storytelling. The subtle animation brings these personalities and narratives to life, with exaggerated gestures, lively expressions and dynamic motion that feels spontaneous, yet perfectly timed.
PDA in the pool?
Hotel robes in the lobby?
Define all you can eat...
Asking the chef for substitutions?
Should you reserve a sun lounger with a towel?
Food and drink in bed?
Working by the hotel pool?
Most annoying hotel guest...
Walking around barefoot?
The series established a cohesive, and recognisable, visual language that felt inherently Hotels.com and yet, grounded in social – with bespoke audio bringing the narratives to life.
The campaign ultimately created an ongoing conversation on social and editorial, between Hotels and it's audience around the world.
Credits
Assoc. Creative Director
Miriam Patience
Creative Director/ECD
Pauline Kerleroux
Josephine Forel
Eden Keane
Rachel Sullivan (editorial)
Audio Design
William Monkman
Illustrator
Alec Doherty