KAYAK has launched a new global brand platform and campaign titled “Got That Right,” zeroing in on what it sees as the most stressful part of travel: the moment of booking. Rather than focusing on destinations or deals, the campaign addresses decision anxiety, positioning the travel search engine as a tool that replaces doubt with confidence.
The move comes at a time when travel planning is increasingly shaped by information overload and AI-driven search tools. As digital platforms crowd the discovery layer, travelers are presented with endless reviews, ranking lists, influencer advice and price comparisons. KAYAK’s research suggests that the volume of content is not necessarily helping. In a recent survey, 66 percent of travelers said booking travel stresses them out, and half reported feeling overwhelmed by online travel advice.
At the center of the campaign is the idea that uncertainty peaks right before confirmation. Travelers often search again after selecting a flight or hotel, wondering if prices will drop, if departure times could be better or if a different airport might save time. That second-guessing, KAYAK argues, has become almost instinctive.
Replacing Doubt With Confidence
Created in partnership with independent agency Rethink, the campaign targets travelers aged 25 to 45 and highlights the friction points that derail booking decisions. Two 30-second comedic spots anchor the launch. “Big trip. Small screen.” plays on the hesitation some travelers feel when booking significant purchases on a smartphone rather than a desktop. The ad suggests that confidence comes not from screen size but from clear, comprehensive information presented in one place.
The second spot, “Momfluencer,” satirizes advice overload. A simple trip spirals into complexity as a parent becomes consumed by online travel tips, only to be reminded that streamlined tools can simplify the process. Both ads reinforce the same message: travelers do not need more information, they need reassurance.
KAYAK’s strategy leans into features such as side-by-side comparisons, price tracking and customizable filters within its app. By centralizing options and minimizing tab-hopping, the platform aims to reduce the cognitive burden that often accompanies booking decisions.
The “Got That Right” tagline reflects the emotional payoff KAYAK wants to own: the relief that follows a booking when travelers feel confident they evaluated their options properly. As travel search becomes increasingly commoditized and AI tools summarize reviews and itineraries instantly, the company is positioning itself around trust and clarity rather than sheer volume of data.
The campaign will roll out across North America through television, connected TV, digital video, social and out-of-home channels. In a crowded and rapidly evolving travel tech landscape, KAYAK is betting that reassurance, not just search functionality, will define the next phase of competition.
