On the Record · Booking
Booking competitors, on the record
The companies Booking names as competitors in its annual reports, 2023 to 2025, and the companies that name Booking, each with the sentence and the filing.
Who Booking names
| Company | Named in |
|---|---|
| 2025 |
In its own words
Google
Word for word“For example, Google links travel search to its dominant search engine and has integrated travel products into Google Maps and its Gemini generative AI ("Gen AI") offering.” 10-K for 2025
Who names Booking
Companies whose own annual reports name Booking as a competitor.
Word for word“Our competitors include: • online travel agencies (“OTAs”), such as Booking Holdings (including the brand Booking.com), Expedia Group (including the brands Expedia and VRBO), Trip.com Group, and other regional OTAs; • internet search engines, such as Google and those powered by AI, including its travel search products; • hotel chains, such as Marriott, Hilton, Accor, and Wyndham, as well as boutique hotel chains and independent hotels; • property management companies; • online platforms offering experiences and activities, such as Viator, GetYourGuide, and Klook; and • providers in the highly fragmented guest services industry, which include many vertical-specific marketplaces that offer photography, beauty, spa, fitness, food, and other services.” 10-K for 2025
Word for word“• OTAs such as Booking.com, alternative accommodation providers such as Airbnb, and travel metasearch services; • large online companies, including in search, social media, marketplace, Gen AI, and ride sharing; • travel service suppliers (including hotels, airlines and car rental companies), who may offer favorable rates or other benefits to encourage bookings on their direct channels; 8 Table of Contents • traditional travel agencies, corporate travel management service providers, wholesalers, and tour operators; • companies offering AI agents powered by Gen AI that can perform or facilitate travel-related services, such as digital assistants; and • B2B businesses offering competing software solutions and technology services, including those of other online travel agencies and global distribution systems.” 10-K for 2025
Word for word“Expedia faces increasing competition from other online travel agencies (“OTAs”) in many regions, such as Booking Holdings and its subsidiaries Booking.com and Agoda.com, as well as regional competitors such as Ctrip, which in some cases may have more favorable offerings for travelers or suppliers, including pricing and supply breadth.” 10-K for 2018
Word for word“Our principal competitors for users include: • Online metasearch and review websites, such as Google Hotel Ads, Kayak, Skyscanner, Check24 and TripAdvisor; • Search engines, such as Bing, Google, Naver and Yahoo!; • Independent hotels and hotel chains, such as Accor, Hilton and Marriott; • OTAs, such as Booking.com, Agoda, Priceline, Ctrip, TUI, trip.com and Brand Expedia; and • Alternative accommodation providers, such as Airbnb and Vrbo.” 20-F for 2025
Word for word“We also compete for traffic and demand generation through our direct booking channel with nationally recognized booking sites such as Airbnb, Booking.com, Vrbo, Evolve, regional booking sites, and online travel agencies, and to a lesser degree, urban rental sites such as Sonder, and niche programs such as Inspirato.” 10-K for 2024
Read from Booking’s annual reports (10-K for 2025, 10-K for 2024, 10-K for 2023) and the financial data it files with the SEC, as of 2026-02-18. Every quotation is word for word from the filing linked beside it; how these pages are built and checked. The full record is in its company data sheet.