Which travel company won the 2024 Superbowl advertising competition?

If the number of advertisements that aired during the Superbowl is any indicator of the state of the travel industry, it must be twice as healthy because there were actually two travel ads last night, compared to only one the year before.


One of them was from Booking.com which was last year’s sole travel advertiser, but it must be working for them because they’ve been doing it for several years now. This year’s “Book Whoever You Want to Be” spot starred Tina Fey who was joined by other celebrities, including Glenn Close and former 30 Rock co-stars Jane Krakowski and Jack McBrayer to explain how you could book your travels on the service.

United Airlines

The only other travel-related ad that aired during the game was one for United Airlines which had actor Kyle Chandler encouraging fans to show faith in their favourite team making it to next year’s championship game by booking their flight to next year’s game in advance. The punchline was that you can change your flight at any time without any fees.

And the winner is …

As a long-suffering sports fan, it’s easy to relate to the United Airlines spot, but the clear winner was Booking.com’s star-studded ad that packed a lot into a short running time.  Adweek actually tested all of the ads from Sunday’s game and crowned Booking.com’s ad as the most effective.

Which one was your favourite?

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