HotelTonight Brands the Booking Equivalent of FOMO: FOBO, the ‘Fear of Better Options’

Now owned by Airbnb, the service plays up its 'Daily Drop' deal

People who don't use HotelTonight's Daily Drop feature seem to make other regrettable decisions too. HotelTonight

Whether you suffer from it or not, you’re likely familiar with FOMO, the fear of missing out. But how about FOBO? That’s the “fear of better options,” and the new HotelTonight campaign leans into the concept to show the consequences of making a poor choice in booking a room.

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.