Hotels.com's Vic Walia on Making Augmented Reality Campaigns Both Entertaining and Strategic
TM: Are you also looking at how many vacations get booked via this microsite?
VW: It's something that we're measuring, however it's not going to take away from the core site. People come experience this fun tool, and if you're planning a trip to New York City, you can book it right there on the site or go to Hotels.com and find out some more information before you book. The good news is the sites are linked, so when you click "book a hotel," you're dropped onto the New York City search results on Hotels.com, which is robust information and actual, real-time pricing on what's happening in the city.
So, yes, it's something we'll be measuring. I don't expect millions of bookings by this tool, but it's definitely a useful utility should someone choose to make a booking at that time.