KAYAK launches "Got That Right," a New Brand Platform Bringing Confidence Back to Travel Planning
Rhea-AI Summary
KAYAK (BKNG) launched a new brand platform and tagline, "Got That Right," on Feb 27, 2026, aimed at restoring confidence in travel planning. The campaign targets travelers aged 25-45, features two 30-second comedic spots and 15-second social vignettes, and will run across TV, CTV, online video, digital out-of-home, audio and social.
The effort, created with agency Rethink, cites survey findings that 66% of travelers feel stressed booking travel and 50% feel overwhelmed by online travel advice.
Positive
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Negative
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Key Figures
Market Reality Check
Peers on Argus
BKNG gained 2.1% with several travel peers also positive (e.g., EXPE +6.34%, ABNB +3.61%, RCL +1.57%), but no names appeared on the momentum scanner, suggesting this move skewed more stock-specific than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 24 | Advertising platform launch | Positive | +5.1% | OpenTable launched paid media network leveraging first-party reservation data. |
| Feb 17 | Earnings timing notice | Neutral | -0.0% | Company announced timing for Q4 and full-year 2025 results release and call. |
| Feb 11 | Marketing partnership | Positive | +0.7% | Booking.com named Official Travel Partner of Route 66 Centennial events. |
| Feb 03 | Leadership change | Neutral | -9.3% | KAYAK appointed a new CEO with co-founder moving to Executive Chair role. |
| Jan 28 | Product feature launch | Positive | -1.3% | KAYAK for Business launched Events to streamline corporate event travel. |
Recent KAYAK and platform-related launches have produced mixed reactions: the OpenTable Media launch saw a gain, while KAYAK for Business and the CEO transition coincided with negative moves, indicating inconsistent responses to product and brand news.
Over the past month, BKNG has issued several brand and product updates across its portfolio. On Jan 28, KAYAK for Business launched Events, followed by KAYAK’s CEO transition on Feb 3, both coinciding with modest to sharp declines. Positive partnership and platform news, such as the Route 66 travel initiative on Feb 11 and OpenTable Media on Feb 24, aligned with gains. Today’s KAYAK brand platform fits this stream of marketing- and product-focused developments.
Market Pulse Summary
This announcement highlights KAYAK’s effort to differentiate through a reassurance-focused brand platform, targeting the stressful decision phase of travel booking. It follows a series of portfolio updates, including KAYAK for Business Events and the OpenTable Media launch, underscoring emphasis on marketing and product innovation. Investors may watch for user engagement data, conversion trends, and any references in future earnings commentary to gauge whether the new “Got That Right” platform translates into measurable performance benefits.
Key Terms
digital out-of-home technical
AI-generated analysis. Not financial advice.
New Ad Campaign Reframes Travel Search around Reassurance
While
"Our research underscores the reality that travelers don't need more information, they need reassurance," said Carolina Montenegro, SVP of Global Brand Marketing at KAYAK. "As travel search has become increasingly crowded and commoditized and people are bombarded by reels, reviews, stories and more - information overwhelm is real. 'Got That Right' is about giving travelers the reassurance that they've made the best choice, so they can avoid second-guessing."
Created in partnership with independent agency Rethink, the campaign is aimed at travelers aged 25-45, dramatizing the very real obstacles standing in the way of booking a trip.
At the center of the effort are two comedic 30-second spots.
- "Big trip. Small screen." playfully highlights the decision paralysis Millennials often feel when booking travel on anything other than a desktop computer – and shows how the KAYAK app cuts through the noise with clear comparisons and smart tools.
- With one in two (
50% ) Americans reporting ever feeling overwhelmed by travel advice online, "Momfluencer" pokes fun at the overload of misguided online travel advice as a mom spirals into full-blown influencer brain before her daughter shows her how simple booking with KAYAK can be.
Supporting 15-second vignettes will extend the idea on social media, positioning KAYAK as the tool that travelers trust to get their trip right.
"We have more options than ever when it comes to travel searching but those options feel overwhelming versus liberating," said Tara Lawall, Chief Creative Officer of Rethink's
The campaign will run in
About KAYAK
KAYAK, part of Booking Holdings (NASDAQ: BKNG), is a leading travel search engine. With billions of queries across our platforms, we help people find their perfect flight, stay, rental car and vacation package. We also support business travelers with our corporate travel solution.
Methodology:
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1204 adults, of whom 926 travel. Fieldwork was undertaken between 3rd - 4th February 2026. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
View original content to download multimedia:https://www.prnewswire.com/news-releases/kayak-launches-got-that-right-a-new-brand-platform-bringing-confidence-back-to-travel-planning-302699691.html
SOURCE KAYAK
FAQ
What is KAYAK's new "Got That Right" platform and tagline announced Feb 27, 2026 (BKNG)?
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