Priceline has announced a major campaign designed to transform passive travel dreamers into active travelers. The initiative, launched on March 10, 2025, aims to tackle what the company describes as “dreamscrolling”—the habit of endlessly browsing travel content without actually booking trips. This trend, which has become increasingly prevalent among younger travelers, is fueled by social media inspiration but often hindered by financial and logistical concerns.

To address these barriers, Priceline has introduced a multifaceted campaign starring actress Kaley Cuoco. The campaign seeks to remind travelers that their dream destinations are not as far out of reach as they might think. By offering a range of exclusive travel deals, including significant discounts on accommodations for major sporting events, Priceline is making it easier for travelers to take the trips they’ve long been contemplating.

Travel Trends and the Problem of “Dreamscrolling”

A recent survey commissioned by Priceline in 2024 revealed that over half of Millennial and Gen Z consumers regularly think about vacation plans, yet many fail to follow through with bookings. The reasons vary, but key obstacles include concerns over cost and trip planning complexity.

In response, Priceline is encouraging travelers to take action and book trips rather than simply fantasizing about them. The campaign features advertisements in which Kaley Cuoco plays a whimsical travel guide who appears in people’s daydreams, reminding them that their dream destinations are just a click away.

Cuoco, who has previously partnered with Priceline, emphasized the importance of making travel feel attainable. She highlighted that the campaign is designed to show people that their “happy place” is not as distant as they believe—it’s simply a matter of securing the right deal.

Exclusive Travel Discounts for College Basketball Fans

As part of its broader campaign, Priceline is offering exclusive “Buzzer Beater” deals tailored to college basketball fans traveling for the season’s most anticipated games. These deals, which provide discounts of up to 50%, are designed to make last-minute sports travel more affordable.

The promotion offers discounts for fans traveling to tournament host cities at various stages of the competition. The savings include:

• Top 16 Round: 10% off select hotels in Newark, NJ; San Francisco, CA; Birmingham, AL; and Spokane, WA
• Quarter-Finals: 15% off select hotels in Atlanta, GA; Indianapolis, IN; Birmingham, AL; and Spokane, WA
• Semi-Finals: $125 off select hotels in San Antonio, TX, and Tampa, FL
• Championship Games: $250 off select hotels in San Antonio, TX, and Tampa, FL

This travel-focused campaign recognizes that major sporting events serve as a key driver of tourism, drawing thousands of fans to host cities. By making travel more affordable, Priceline hopes to encourage more fans to experience the thrill of live games rather than watching from home.

Strengthening Loyalty Programs for Students and Educators

In an effort to further engage younger travelers, Priceline has introduced an exclusive VIP Gold status upgrade for customers with .edu email addresses. Effective March 1, 2025, this upgrade provides students and educators with additional travel discounts for the remainder of the year.

By specifically targeting students, Priceline is tapping into a demographic that often struggles with travel affordability. The initiative aligns with broader trends in the industry, where companies are increasingly seeking to engage young travelers by offering more flexible pricing options.

Priceline and DraftKings Introduce an Interactive Travel Bracket

Taking the campaign a step further, Priceline has partnered with DraftKings to introduce a first-of-its-kind dynamic bracket challenge tied to the Men’s College Basketball Tournament. The “Dream It, Book It Bracket” challenge allows participants to make tournament predictions while also viewing real-time hotel deals for each host city.

Participants in the free-to-play bracket will have the opportunity to win a $50,000 cash prize—an amount that Priceline suggests could fund multiple dream vacations. The promotion integrates travel with the excitement of sports betting, creating an innovative approach to engaging basketball fans.

Local Travel Experiences for Game-Day Visitors

Recognizing that sports travelers often want to explore beyond the game itself, Priceline has partnered with SB Nation and Thrillist to create curated game-day itineraries. These city guides offer recommendations for restaurants, nightlife, and cultural experiences in each tournament host city.

For basketball fans visiting locations such as San Antonio, Tampa, or Indianapolis, these guides provide valuable insights into how to make the most of their trip. From discovering hidden local gems to enjoying the best pre-game and post-game experiences, the itineraries are designed to extend the excitement of the tournament beyond the stadium.

A Multi-Platform Marketing Push to Reach Travelers Everywhere

Priceline’s campaign is not limited to traditional advertising. The initiative is being rolled out across multiple platforms, including social media takeovers on TikTok, Meta, and YouTube, as well as television and streaming services such as Peacock and Direct TV. The company is also leveraging influencer partnerships and podcast advertising to further amplify its message.

By adopting a multi-channel approach, Priceline is ensuring that its travel deals reach a wide audience. This strategy reflects broader industry trends, where travel brands are increasingly using digital marketing to engage younger, tech-savvy consumers.

The Global Impact of Priceline’s Travel Push

Although the campaign is primarily focused on U.S. travelers, its effects could extend beyond national borders. By encouraging more people to book trips rather than simply browsing, Priceline may contribute to an increase in international travel demand.

Some key global implications of the campaign include:

• Boosting Tourism Revenue: Encouraging more people to travel means greater spending on accommodations, dining, and local attractions, benefiting both domestic and international tourism economies.
• Increased Demand for Flights and Hotels: A surge in bookings could drive demand for airlines and hospitality providers, potentially leading to more competitive pricing and promotional deals in the market.
• Cultural Exchange and New Travel Trends: As more people embark on bucket-list vacations, new travel trends may emerge, including a growing interest in lesser-known destinations and unique experiences.

Encouraging Travelers to Take Action

Priceline’s campaign serves as a direct challenge to the passive consumption of travel content. Rather than allowing travelers to remain stuck in the endless cycle of “dreamscrolling,” the company is offering tangible solutions that make trips more affordable and accessible.

With discounts on game-day travel, special offers for students, and a dynamic booking experience through the DraftKings partnership, Priceline is positioning itself as a leader in making travel dreams a reality. The campaign is a timely reminder that for those who have been waiting to take their dream trip, the best time to book is now.

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