Kayak pokes enjoyable at millennial journey nervousness in new model platform

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Dive Brief:

• Kayak is poking enjoyable at millennial journey nervousness in a brand new model platform and tagline, “Got That Right,” in line with data shared with Marketing Dive.
• Instead of specializing in the vacation spot, the journey search engine is shifting the main focus to how annoying journey planning might be, particularly within the age of journey influencers and financial issues. The advertising and marketing push is supported by analysis cited in press supplies exhibiting that 66% of customers say reserving journey makes them really feel pressured.
• The marketing campaign, which was created with Rethink, is aimed toward customers between the ages of 25 and 45. It will run on numerous North American channels, together with TV, CTV, on-line video, out-of-home, social, digital and audio channels.

Dive Insight:

The journey search engine’s new model platform goals to place simplicity again into journey planning and minimize by means of the noise of content material targeted on journey tips and journeys that’s fashionable on social media. “Got That Right” shifts the main focus from the vacation spot itself to creating the patron really feel higher about their journey choices. 

“Our research underscores the reality that travelers don’t need more information, they need reassurance,” stated Carolina Montenegro, senior vp of world model advertising and marketing at Kayak, in a press release. “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.”

The effort contains two 30-second hero movies and two vignettes made for social media. In “Big trip: Small screen” a gaggle of millennial-aged mates encourage one member to ebook a visit on his telephone, poking enjoyable at the truth that millennials are likely to really feel extra comfy making massive purchases on the pc slightly than a cellular machine. In the related 15-second social vignette, “Celebration,” the group rejoices after reserving a visit on their telephone by way of Kayak.  

In “Momfluencer” a mother speaks in an influencer-like language after scrolling by means of influencer journey recommendation to plan a visit for her household. After one among her youngsters passes her a telephone opened to Kayak, she returns to regular. In the corresponding vignette, “Phone Freedom,” the household throws their telephones out the window and onto the road, inflicting chaos. The thought to poke enjoyable at influencers is supported by knowledge cited in press supplies exhibiting that half of Americans really feel overwhelmed by on-line journey recommendation.

Travel, particularly worldwide journey, has been on the decline over the previous 12 months, with 43% of Americans who journey internationally saying they traveled overseas much less in 2025 than a 12 months prior, in line with YouGov data. Personal causes had been the primary cited motive for reducing again on journey at 32%; financial issues ranked quantity two at 28%. The rising value of journey was the principle motive for 18% of respondents. In an effort to handle these issues, discovering the very best deal is emphasised closely in “Got That Right,” with Kayak’s value comparability instruments a significant point of interest.

In October 2025 Kayak launched “AI Mode,” which mixes the platform’s knowledge with ChatGPT to ship better and more relevant results forward of the vacation journey season. Booking Holdings, Kayak’s mother or father firm, noticed a This autumn 2025 income of $6.35 billion, a 16.05% year-over-year improve, according to an earnings transcript. The firm has targeted on rolling out agentic AI throughout manufacturers to assist personalize the patron expertise, in line with executives on the decision.