The company, owned by Expedia, will use outdoor and press advertising for the first time in its UK marketing mix.
The dual campaign launches today (14 September) and targets the website’s London audience.
The outdoor strand of the campaign will include an initial burst of digital advertising targeting commuters on the Underground in the West End, and at mainline rail stations such as Waterloo, Liverpool Street, London Bridge as well as visitors to Westfield Shopping Centre.
The digital activity will be supported by static adverts on the Underground and on London buses. In total 650 buses will carry the Hotels.com adverts.
The campaign highlights deals to popular city break destinations for London travellers, such as Paris from £64 and Amsterdam from £36.
Press advertising will also be in selected key commuter newspapers such as the Metro and Evening Standard.
Hotels.com will also target travellers through its traditional online channels such as pay-per-click and with additional video creatives playing across online outlets such as On Demand from Channel 4, ITV and Channel 5.
Matt Walls, marketing director EMEA at Hotels.com, says: “This heavy-weight campaign is designed give us tactical cut through within a key demographic and enable us to highlight the excellent savings that can be made by booking with Hotels.com.”
Walls was promoted last year after the departure of Patrik Oqvist.