Booking.com is turning up the heat on travel romance this season. In a new campaign with Grammy-nominated soul singer Teddy Swims, the global travel leader has revealed that what truly makes hearts race is not a set of abs or a flashy bank account, but something far simpler: taking the initiative to plan and book a trip.
According to a new survey conducted by Booking.com among 1,000 Americans in relationships, 93% of women say a partner who books a getaway is more attractive than one with a great physique or a big pay cheque. Half of women surveyed said their significant other has never booked a trip for them. Even more striking, over half (56%) admitted that their partner booking a trip is just as arousing, if not more, than foreplay.
The message from Booking.com is cheeky yet clear: gentlemen, the bar for romance is low, but it is time to raise it one booking at a time.
Teddy Swims joins the campaign
To drive the message home, Booking.com has launched This Guy Books, a campaign fronted by singer-songwriter Teddy Swims. Known for his soulful voice and heartfelt lyrics, Swims is now helping to redefine what romance looks like in 2025.
“Being the guy who plans the trip is hot,” said Swims. “This Guy Books is all about showing up, taking the lead, and turning a few taps on Booking.com into memories that last way longer than that box of chocolates or flowers ever could.”
Swims, who has built his fan base on messages of love and connection, added that the idea resonated instantly. “I’m a lover at heart, and I love spoiling my girl and taking her somewhere new. When Booking.com showed me the data that said women think booking a trip is basically the new foreplay, I had to be part of it.”
A romantic getaway in Chicago
To promote the campaign, Booking.com and Swims are offering an exclusive experience for five lucky couples called The Teddy Swims “This Guy Books” Experience. The initiative opens for bookings on a first-come, first-served basis on 25 November 2025 at 10 a.m. Eastern Time. For the symbolic price of $1.43, a playful nod to old-school pager code for “I love you,” the selected bookers will secure an unforgettable romantic weekend in Chicago from 7 to 9 December.
The experience promises to be both luxurious and light-hearted. Each couple will enjoy:
- A two-night stay in a high-end Booking.com property
- A private meet-and-greet with Teddy Swims, who will personally help them plan their dream trip
- $10,000 in Booking.com Travel Credits to spend on flights, hotels, and attractions
- Tickets to a festive concert featuring Swims and other performers
- A romantic dinner for two in one of Chicago’s most exclusive restaurants
The itinerary even leaves room for a few personal touches, from dessert in bed to a fireside cocktail or an evening stroll through Chicago’s winter streets.
The psychology of travel and attraction
The findings from Booking.com’s survey shed light on how shared experiences are increasingly valued as an expression of intimacy. Planning a trip is not just about logistics, but about emotional investment. The act of taking initiative shows attentiveness, confidence and the desire to create memories together — traits that, according to the survey, many women find irresistibly attractive.
89% of men admitted they could do more to plan getaways for their partners. Two-thirds of men also confessed they would be more likely to take the lead if they knew it might earn them some extra affection. Booking.com’s campaign cleverly turns this insight into action by blending humour, reward and romance in equal measure.
Travel made easy and romantic
Beyond the playful headlines, the campaign highlights one of Booking.com’s strengths: simplifying every step of the travel process. With more than 8.6 million listings worldwide, from hotels and apartments to unique stays and attractions, users can seamlessly plan, book and manage entire trips in one place.
The This Guy Books campaign follows a growing trend of travel platforms merging entertainment and tourism to inspire audiences. In recent years, Booking.com has launched celebrity-hosted stays, curated itineraries and pop-culture collaborations designed to show how easy it is to transform travel inspiration into reality.
By enlisting Teddy Swims, a rising star whose music blends soul, pop and R&B, Booking.com is tapping into a demographic that values both authenticity and adventure. It is a campaign that speaks to modern relationships, where gestures of care and shared experiences increasingly outweigh traditional gifts.
A win-win for couples
As the holiday season approaches, the message is both humorous and heartfelt: real romance starts with opening the Booking.com app. Whether it is a surprise weekend getaway, a beach retreat or a winter escape, taking the lead in planning can go a long way.
The campaign’s light tone also underscores a broader truth about travel: shared adventures strengthen relationships and create lasting memories. From the planning stage to the journey itself, travel remains one of the most meaningful ways to connect.
Booking.com’s latest research might have started as a tongue-in-cheek observation about attraction, but its conclusions ring true: confidence, initiative and thoughtfulness never go out of style.
And if a simple booking can be sexier than foreplay, it might just be time to close the gym app and open the travel one instead.
