Company profile
- Industry
- Travel technology
- Founded
- 1997
- Headquarters
- Norwalk, United States
- Ownership
- Publicly traded (NASDAQ: BKNG)
Profiles are auto-generated and infrequently updated.
The analyses
The Money Machine · Business Model
Booking Pays Google $7 Billion to Rent Customers It Then Tries to Buy Back for Free
Booking Holdings spent $7.3 billion on marketing in 2024 - a substantial majority to Google - to intercept travelers heading for hotel websites. The clever part isn't the bidding. It's that Booking is now racing to escape the toll it built its empire on.
8 min
The Market-Entry Gambit · Decision Forks
Two Deals, $294 Million, and a Buried Clause: How Booking.com Built a $23.7 Billion Machine
The myth says Priceline grabbed Booking.com for $133 million in the best deal in internet history. The receipts say two acquisitions, $294 million, and a clause buried in hotel contracts that quietly built a $23.7 billion machine - and is now its biggest legal liability.
8 min
The Moat Anatomy · Moat & Competition
Booking's moat is supply density, not brand — and it's thin outside Europe
Booking.com lists about 4 million properties and books 1.1 billion room nights a year. The moat people credit to its brand is really a supply-density loop - and it's far thinner in the U.S. and Asia than in Europe, where regulators just put a ceiling on it.
8 min