Grow Green with Booking.com

Booking.com wanted to become the leading travel brand for sustainability in Thailand, but its Travel Sustainable Program needed real visibility among Thai consumers, KOLs and local media. Travel is a significant contributor to pollution, emissions and waste, while Booking.com's business depends on people continuing to travel, and sustainability programmes in the category are usually communicated as badges and policies. Vero's premise was that a programme is easier to notice and talk about when it exists as a real place people can book, not just a certification on a listing.

The answer was Grow Green, a two-part campaign whose first stage, Grow Green Stay, built a fully sustainable clay house that travellers could reserve on the Booking.com website. The house was constructed from sustainably sourced clay using energy-saving methods and reduced material production, and paired with an onsite dinner of natively and organically sourced ingredients prepared with Local Aroi. The asset was then amplified to Thai consumers, KOLs and local media as distinct audiences.

The approach worked by turning a certification programme into a bookable product listed on the client's own platform, tying the sustainability story directly to the experience Booking.com sells, with physical craft details carrying the message rather than claims alone. Vero reports more than 910M total reach, over 1.7M social media reach, 118 pieces of media coverage and over 2.1M total engagements. All figures come from Vero's own case study, the measurement basis is not stated, and the campaign's second stage is not documented in available sources.