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.

image

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.

image

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.

image

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.


ICAI to Support TTD in Strengthening Accounting and Financial Management Systems

ICAI to Support TTD in Strengthening Accounting and Financial Management Systems

By Manu Vardhan Kannan

Published on August 11, 2026

The Institute of Chartered Accountants of India (ICAI) held the 16th Meeting of its Strategy and Perspective Planning and Monitoring Committee at Tirupati on August 5, 2026, reaffirming its focus on supporting public institutions through professional expertise and research.

As part of the initiative, the ICAI Accounting Research Foundation (ICAI ARF) will conduct a detailed research study and prepare a project report to develop a stronger framework for the accounting and audit systems of the Tirumala Tirupati Devasthanams (TTD). The proposed work will focus on strengthening the existing systems and bringing accounting and financial management practices in line with current requirements.

During the visit, Sri Muddada Ravichandra, IAS, Executive Officer, TTD, met with the Central Council Members of ICAI. The discussions covered areas of collaboration between ICAI and TTD, including accounting reforms, financial reporting and governance. The Central Council Members also shared suggestions on expanding the partnership into other areas.

Speaking on the occasion, CA. Prasanna Kumar D, President, ICAI, said, "ICAI is collaborating with TTD in reviewing and updating the Accounting Manual of TTD, including the Chart of Accounts, to align it with the prevailing Accounting Standards and global best practices. The initiative will also focus on integrating ERP-based accounting processes to ensure uniformity and strengthen financial management systems across all institutions under TTD."

Appreciating the initiative, Sri Muddada Ravichandra, IAS, Executive Officer, Tirumala Tirupati Devasthanams (TTD), stated, "We appreciate ICAI for extending its support to TTD in strengthening our accounting and financial management systems."

The collaboration reflects ICAI's continued efforts to support public institutions through professional expertise, research-based inputs and the use of best practices in accounting, auditing and financial management. The initiative is expected to help TTD develop a modern and stronger financial management framework, while aligning its systems with contemporary accounting standards and governance requirements.


Longines Opens Third Boutique in Bengaluru with Sara Ali Khan

Longines Opens Third Boutique in Bengaluru with Sara Ali Khan

By Manu Vardhan Kannan

Published on August 11, 2026

Swiss watch brand Longines has opened its third boutique in Bengaluru at Phoenix Market City, marking another step in its presence in the city. The boutique was inaugurated by Longines Friend of the Brand Sara Ali Khan.

Following the inauguration, Sara Ali Khan also visited the brand’s boutique at Phoenix Mall of Asia, enjoying an outing with Longines in a relaxed vacation mode setting.

Speaking at the event, Sara said, “Given the fact that this is Longines third store in Bengaluru speaks volumes about the loyalty of its customers in this city. I hope this success story is replicated everywhere in India.” She further added, “Longines quietly marks every moment with effortless joy and elegance, that’s what makes it unique.”

For the season, Longines is presenting a selection of its latest releases across different collections. The range includes the refined PrimaLuna, versatile Conquest, seaside-inspired HydroConquest, and the exploratory Longines Legend Diver, offering timepieces designed for different settings, from busy city days to relaxed beach escapes.

The new boutiques reflect the brand’s wider universe and showcase its latest product range. Visitors can explore the refined shapes of PrimaLuna and DolceVita, the sporty HydroConquest, as well as the watchmaking tradition represented by the Longines Master Collection and heritage timepieces.

With its third boutique in Bengaluru, Longines continues to strengthen its presence in the city while bringing its latest collections closer to its customers.

Addresses:

  • Address: Longines Boutiques - Ground Floor, Phoenix Market City, Bengaluru / First Floor, Mall of Asia, Bengaluru / First Floor, UB City, Bengaluru.

“100% Pure”, “Natural” or “Organic”? Why Food Labels Are Under Greater Scrutiny

“100% Pure”, “Natural” or “Organic”? Why Food Labels Are Under Greater Scrutiny

By Author

Published on August 10, 2026

Words such as “100% Pure,” “100% Natural” and “Organic” have become powerful selling points for food products. However, growing regulatory scrutiny in India is raising questions about whether such claims always provide consumers with a clear understanding of what they are buying.

The issue gained attention after the Food Safety and Standards Authority of India (FSSAI) directed Dabur India to discontinue certain food products carrying “100%” claims, including products in categories such as honey, ghee and edible oils. FSSAI has maintained that “100 per cent” is not a defined claim under India's food regulations and that such wording can potentially create a misleading impression about a product.

The matter is still developing. The Delhi High Court has granted interim relief to Dabur, temporarily staying the FSSAI order while the legal proceedings continue.

Why It Matters to Hospitality

While the debate may appear to be focused on packaged food, it also has relevance for hotels, restaurants, cafés, caterers and institutional kitchens.

Hospitality businesses purchase large quantities of cooking oils, dairy products, sauces, beverages and other packaged ingredients. Procurement teams therefore need to look beyond attractive claims on packaging and verify product labels, supplier credentials and supporting documentation.

For hotels and restaurants, the issue also extends to how ingredients are described to guests. Terms such as “natural,” “fresh,” “organic” or “pure” can influence customer expectations and should accurately reflect the product being served.

Stronger Procurement Practices

Hospitality businesses can strengthen food transparency by:

  • Purchasing products from verified suppliers
  • Checking FSSAI licences and product labels
  • Maintaining invoices and batch-level traceability
  • Verifying certifications for products marketed as organic
  • Conducting periodic supplier audits
  • Training procurement and kitchen teams on food-label requirements
  • Ensuring menu descriptions accurately represent ingredients

The growing scrutiny highlights a larger shift in India's food industry towards clearer labelling and greater accountability.

For the hospitality sector, food safety does not begin when an ingredient reaches the kitchen. It begins with responsible sourcing, accurate information and reliable suppliers.

As regulatory attention continues to increase, hotels and restaurants that maintain transparent procurement practices can strengthen both guest trust and food-safety standards.

Stay up-to-date with the latest Hospitality news and trends in the Hospitality industry!

Subscribe to Hospitality news e-magazine for free and never miss an issue.

By clicking subscribe for free you agree to the Terms & Conditions and acknowledge our Privacy Policy.

Advertise With Us

We have various options to advertise with us including Events, Advertorials, Banners, Mailers, etc.