Welcoming Every Guest

Labbrand successfully creates the Chinese name 缤客 [bīn kè] for Booking.com, building strong brand awareness in Chinese market. 


Established in 1996 with its headquarters in Amsterdam, Booking.com is a worldwide hotel booking company that offers more than 212,000 affiliated hotels in over 160 countries around the world. With a state-of-the-art search engine, Booking.com meets the needs of a global traveler.


While its competitors already had well-known Chinese brand names, Booking.com was behind the trend. In order to have better communication in the Chinese market, Booking.com searched for a new Chinese brand name that would be easily understood by a Chinese audience while gaining a broader consumer base.


We created a Chinese name for Booking.com by considering its brand attributes and finding locally relevant names within the Chinese market. 缤客 [bīn kè] was the final choice. This name brings out the key values of Booking.com. To analyze character by character, 缤客 [bīn kè], expresses such a motto as “Every guest is welcome”; 缤 [bīn] carries the connotation of mixed colors because of the fixed phrase “五彩缤纷” ([wǔ cǎi bīn fēn], meaning colorful) and delivers a sense of abundance, inclusion and approachability; 客 [kè] means the guests of a business while also rendering a sense of courtesy and modesty—two important values for mass service providers like Booking.com. Altogether, this name truly reflects what Booking.com really is—approachable, friendly, informative and reliable—a means to finding your next “home” in the world.