Hotels.com: Post Travel Withdrawal Syndrome by Weber Shandwick

Client: Hotels.com
Date: Jan 2020
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Hotels.com is keen to help travellers suffering from a travel hangover, also known as post-travel blues or Post Travel Withdrawal Syndrome (PTWS).

As part of its campaign, it has created a PTWS Escape Kit! Briefcase, a travel suitcase in disguise that contains functional items with a cheeky twist. These items also double up as solutions that act as quick fixes to beat the post-travel blues.

There is also a Holiday Hangover Smoothie Recipe, created in collaboration with yoga instructor and lifestyle advisor, Tamao Iwasaki, that promises a refreshing boost chock-full of good stuff like protein, vitamins and antioxidants for travellers to get their glow back post-trip.

Hotels.com has also developed a PTWS microsite featuring information on PTWS, as well as an interactive Analyser for travellers to find out their PTWS type depending on the symptoms they’ve experienced.

Once completed the first 360 respondents will snag a 8% off for their next stay, and stand a chance to win a 5 days 4 nights Phuket trip for two, with accommodation and flights paid for

The campaign is based on a survey conducted by the Expedia-owned brand on 500 respondents each from Japan, Korea and Taiwan, which found 62% of Japanese millennial travellers have experienced PTWS, ranking behind Taiwan (91%) and Korea (78%).

The survey also found Japanese millennials (23%) miss a good domestic holiday more than their Korean (7%) and Taiwanese (5%) counterparts. Close to 70% of Japanese millennials also revealed that post-travel blues are the most intense after a quick getaway of one to three days.

More Japanese people also feel that PTWS causes the worst type of blues compared to Monday blues, which is often felt on the morning prior to getting to work.

According to the respondents, PTWS most commonly flares on the last day of a holiday (21%) or the first day back at work (22%) – aggravated by a bad day at the office (33%) or jealousy in hearing about someone else’s travel plans (31%).

“Post Travel Withdrawal Syndrome affects all travellers to some extent – we do strange things including speaking in a foreign language or accent or mimicking the behaviour from cultures which we experienced,” said Zoe Chan, head of public relations and social for Asia Pacific of the Hotels.com brand.

“Looking to better understand PTWS, we recognised that PTWS is in fact a good thing, as it means travellers had a great time. There should be no apologies for this, but instead, travellers should focus on how to overcome their PTWS – and we believe that the cure is to book their next holiday.”

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