Booking.com Launches 'Book Whoever You Want to Be' Campaign with Tina Fey

By Author

Published on February 6, 2024

Booking.com is setting the stage for an imaginative travel experience with its latest ad campaign, "Book Whoever You Want to Be," featuring the multifaceted Tina Fey. Set to make its grand debut during the eagerly anticipated "big game" on February 11, this campaign encourages travelers to explore the myriad personas within themselves each time they embark on a journey. With a sneak peek already generating buzz on YouTube, the campaign promises a blend of humor and inspiration, urging adventurers to delve into the vast array of accommodations Booking.com offers.

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This innovative campaign, brought to life with creative input from Zulu Alpha Kilo and media strategy by Mindshare, will span TV, audio streaming, online, and social channels, including prime-time slots. Viewers can look forward to a mix of 30 and 15-second commercials, featuring not only Tina Fey in various whimsical roles—like "Sasquatch Tina" seeking solitude in a cabin or "Influencer Tina" opting for the chic environs of a boutique hotel—but also cameo appearances by Glenn Close, Jane Krakowski, and Jack McBrayer. These spots, including a 90-second extended version of the "big game" ad, aim to showcase the joy and potential for self-reinvention that comes with booking a getaway.

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Arjan Dijk, Booking.com's Senior Vice President and Chief Marketing Officer, emphasizes the campaign's core message: Booking.com aspires to simplify the journey for everyone looking to experience the world. This year's Booking.yeah initiative illustrates that with Booking.com's user-friendly app, travelers can easily find themselves in unique locales across the U.S. and beyond. The inclusion of Tina Fey and guest stars adds a layer of lighthearted fun that resonates well with the American audience, tapping into the desire for 'main character energy' on vacation.

Indeed, Americans are ready to embrace their travel alter-egos in 2024, with 64% of travelers reporting a boost in confidence and 50% acknowledging a travel persona. Booking.com caters to this adventurous spirit with an extensive selection of places to stay, from sleek hotels in the heart of the city to serene beach houses, cozy cabins, and even treehouses. This diversity ensures that every booking is an opportunity to live out a new story, offering the ultimate Booking.yeah experience.

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For those eager to start plotting their next chapter, Booking.com is rolling out Early 2024 Deals, with discounts starting at 15%. Whether you're drawn to the allure of city lights, the tranquility of the beach, or the charm of a rustic retreat, Booking.com invites you to discover your next adventure.

For more details on these travel offerings, visit Booking.com or download the app, and embark on a journey to find, or perhaps find again, whoever you want to be.


IHCL’s Soulinaire Partners with IF.BE to Elevate Cultural Experiences in Mumbai

IHCL’s Soulinaire Partners with IF.BE to Elevate Cultural Experiences in Mumbai

By Manu Vardhan Kannan

Published on April 7, 2026

Indian Hotels Company Limited’s lifestyle catering brand Soulinaire has partnered with IF.BE (Ice Factory Ballard Estate), a well-known cultural centre in Mumbai. This collaboration marks a new phase for the 150-year-old restored industrial space, bringing together culture and curated hospitality experiences.

Mr. Kamal Malik, Founding Partner, IF.BE, said, “IF.BE has always been envisioned as a space where ideas, people and disciplines converge. Through this collaboration with Soulinaire we are able to extend that vision - bringing together strong cultural programming with a level of culinary refinement and operational depth that enhances every interaction within the space.”

Mr. Abhijit Mehta, Partner, IF.BE, said, “The collaboration brings together IF.BE’s curatorial focus with Soulinaire’s systems-led approach to refined, high-volume catering and service. Known for its emphasis on personalization, scale, and consistency, Soulinaire extends IF.BE’s offering beyond programming, introducing a more considered and cohesive food and beverage dimension across events, gatherings, and daily experiences.”

Located in Mumbai’s historic Ballard Estate, IF.BE is a unique cultural hub set inside a restored 150-year-old ice factory. The space blends heritage architecture with modern art and design, creating a platform for creativity, discussions, and community engagement.

Mr. Somnath Mukherjee, Executive Vice President - Operations, IHCL, said, “This partnership brings together two brands with a shared commitment to craft, culture and experience. IF.BE has evolved into a distinctive cultural destination within Mumbai’s urban fabric, and this association marks Soulinaire’s entry into one of the city’s historic precincts to curate experiences that are rooted in design and dialogue. We are happy to collaborate with Mr. Kamal Malik and Mr. Abhijit Mehta.”

The venue features three dining and social spaces, including Native Bombay, a modern Indian restaurant, The Banyan Tree Café set in a calm courtyard, and The Native Lounge, a contemporary bar. Along with this, IF.BE offers flexible event spaces such as The Ice Factory, The Cathedral, and The Substation, which host a range of activities from art exhibitions and conferences to brand showcases and private events.

With this collaboration, IF.BE and Soulinaire aim to create a more seamless mix of culture and hospitality, offering visitors well-curated experiences that bring together food, art, and social interactions in one space.


Atmosphere Core Enters Shillong with Boutique Hotel Project

Atmosphere Core Enters Shillong with Boutique Hotel Project

By Manu Vardhan Kannan

Published on April 7, 2026

Atmosphere Core has announced its expansion into Northeast India with the launch of a boutique hotel project in Shillong. The company has partnered with Shri Rocky Dhar to introduce DHAR GOLF VISTA by Atmosphere Shillong, marking its entry into the scenic hill station of Meghalaya.

Scheduled to open in 2027, the property will be located in the capital city of Meghalaya, around an hour from Shillong Airport and close to the well-known 18-hole Golf Link Arena. The project is positioned as an upper upscale boutique hotel, designed to cater to both leisure and business travellers.

Speaking about the development, Mr. Salil Panigrahi, Co-Founder & Managing Director of Atmosphere Core, said, “As part of our dynamic expansion across India, a key focus is our approach towards developing premium experiences in hill station destinations particularly in the beautiful northeastern region. This upcoming boutique property at Shillong, Meghalaya is being thoughtfully designed to cater to a diverse range of travellers from leisure seekers and corporate guests to curated events and social get-togethers”.

The hotel, operating under the Atmosphere Hotels & Resorts brand, will feature 75 keys, including deluxe rooms, suites, and presidential suites. Guests can expect views of the golf course, surrounding greenery, mountain valleys, and the city, creating a calm and immersive stay experience.

Dining will be a key highlight at the property, with an all-day dining restaurant offering outdoor seating, a themed sports pub, and a rooftop resto bar serving both local and international cuisine along with a wide selection of beverages.

The wellness experience will be led by the award-winning ELE|NA Ayur spa, offering therapy rooms and professional treatments aimed at relaxation and rejuvenation. Additional facilities will include a swimming pool with an outdoor deck facing the golf course, a golf simulation pavilion, a kids’ play area, and an indoor games room.

At an elevation of 1,496 metres, Shillong is known for its mix of natural beauty and cultural charm. Attractions such as Ward's Lake, Elephant Falls, Shillong Peak, and Umiam Lake continue to draw travellers throughout the year. The city is also known for its vibrant music culture and festivals like the Shillong Autumn Festival.

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Mr. Souvagya Mohapatra, Managing Director Atmosphere Core India, Bhutan, Nepal & Sri Lanka, added, “The Northeastern state’s hill stations have always been central to our vision of creating iconic luxury experiences. Shillong the capital city of Meghalaya, with its awe-inspiring cultural heritage backdrop and timeless appeal, is a natural choice for our expansion. As plans to enter this extraordinary destination unfold, I am confident that this collaboration will redefine hospitality in the region”.

Shri Rocky Dhar, owner of DHAR GOLF VISTA by Atmosphere, concluded, "Atmosphere Core’s distinguished legacy of excellence aligns perfectly with our vision to unveil a transcendent world-class hotel in Shillong. With our vision and focused approach, we are committed to manifesting inspiring, bespoke hotels and resorts that embody the pinnacle of sophistication. This illustrious partnership will not only elevate Shillong’s hospitality landscape but will also set an unrivalled benchmark for elegance and impeccable service in this breathtaking and scenic Northeastern state of India."


IHCL Signs Gateway Hotel and Convention Centre Near Bengaluru Airport

IHCL Signs Gateway Hotel and Convention Centre Near Bengaluru Airport

By Manu Vardhan Kannan

Published on April 7, 2026

Indian Hotels Company Limited (IHCL), India’s largest hospitality company, has announced the signing of a Gateway Hotel and Convention Centre in Kanamangala, Devanahalli, near Kempegowda International Airport, Karnataka. This will be a greenfield project, marking another step in the company’s expansion in North Bengaluru.

Speaking on the development, Ms. Suma Venkatesh, Executive Vice President – Real Estate & Development, IHCL, said, “Bengaluru is widely recognised as one of India’s fastest-growing cities, driven by a strong business ecosystem and sustained infrastructure development. With the rapid expansion around the airport, North Bengaluru has emerged as a significant growth corridor, and this signing aligns with our strategy to build scale in the micro-market addressing the rising demand from corporate and MICE segments. We are delighted to partner with Hombale Group for this project.”

The upcoming 300-key Gateway Hotel and Convention Centre in Kanamangala, Devanahalli, will feature an all-day dining restaurant, a bar, a specialty restaurant, and a lounge. Guests will also have access to a fully equipped gym and a swimming pool, offering a comfortable stay experience.

As a convention centre, the property will include spacious and flexible banquet and meeting spaces. The largest banquet hall will span over 16,000 sq. ft., making it suitable for large conferences, corporate gatherings, and social events.

Ms. Shailaja Vijay Kiragandur of Hombale Group said, “We are happy to partner with IHCL to bring the Gateway brand to North Bengaluru aligning with the region’s growth trajectory.”

Bengaluru, often referred to as the Silicon Valley of India, continues to grow as a major hub for IT, biotechnology, aerospace, and advanced manufacturing. The steady development around the airport region has made North Bengaluru an important zone for hospitality growth.

With this addition, IHCL will expand its presence in the city to 20 hotels, including 11 currently under development.

Hombale Group, the owning company, is engaged in both construction and film production. The group has completed over 10 million sq. ft. of construction across various state and central Government projects. Hombale Films, founded by Mr. Vijay Kiragandur in 2014, is also recognised as one of the leading film production houses in South India.

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