Company analysis booking_com

1. The World's #1 Choice for Booking Accommodations
Jiayun Zou
alicezou@umich.edu

2. Main Problems:
• Travelers want prepare their trips at a cheap price with little hassle.

3. Alice Murphy is a 25 years
old software engineer. She
loves traveling and
photography. Last summer,
she traveled to Norway to
enjoy the beautiful
landscape of Fjord. Her
dream is to travel to all
continents before 30.
Persona

4. Finance
Profitable!

5. Business Model
Agent Model
• Gets commissions(started at 12% ) from hotels based on business bought.
• Gives hotels freedom to price their rooms.
• Expands fast.

6. Founded in Amsterdam, Netherlands.
Almost acquired by Expedia
Acquired by Priceline.com
Launched the first mobile app for iPad
Historical moments
1996
2005
2002
2010

7. Launched Genius loyalty program
The Priceline Group changes its name
to Booking Holdings
Faced COVID-19 pandemic challenges.
Historical moments
2013
2018
2020

8. Leadership
Geert-Jan Bruinsma
Founder
Glenn Fogel
Current CEO, President

9. Hot Product

10. Secret Sauce
• Agency Model
• Breadth of supply
• Digital marketing
• UI design

11. Secret Sauce
• Agency Model
• Breadth of supply and Price
• Digital marketing
• UI design

12. Secret Sauce
• Agency Model
• Breadth of supply
• Digital marketing
• UI design

13. Competition
Booking.com Expedia Airbnb CTrip
Cheap Price
√ √ √ √
Hotel Availability
√ √
International
√ √
Homestay
√

14. Prediction
Challenged, but still successful
• Agent model
• COVID-19
• Competitions

15. Questions?

16. Reference
• https://skift.com/oral-history-of-booking-acquisition/
• https://skift.com/2012/06/25/how-booking-com-conquered-world/
• (D&B Hoovers Database accessed with Umich account) https://app-
avention-com.proxy.lib.umich.edu/company/1438833d-8d34-30b9-
9df7-0e843e65818a#report/company_summary
• https://ir.bookingholdings.com/static-files/92c3d5b6-8f42-4686-
afc1-f6bd61b94e06
• https://ir.bookingholdings.com/static-files/89094e34-8f33-4153-
830f-f3db33342fa9
• https://ir.bookingholdings.com/static-files/d0dcbba1-c150-4a1f-
9d1b-858cbfc8180a
• https://ir.bookingholdings.com/static-files/b8b5291e-c57f-4597-
96db-96ae95fe7040
• https://ir.bookingholdings.com/static-files/52c8f565-1f02-4f0f-
9931-6485fc838d5c
• https://ir.bookingholdings.com/static-files/0938b3ec-3a8e-425d-
9308-99406f4077behttps://ir.bookingholdings.com/static-
files/df1fb95d-f391-43ad-8034-93c9b4b80beb
• https://en.wikipedia.org/wiki/Booking.com
• https://finance.yahoo.com/quote/BKNG/
• https://www.booking.com/
• https://www.forbes.com/sites/greatspeculations/2019/08/26/booking
-holdings-and-expedia-are-both-growing-steadily-but-in-very-
different-ways/#17f73bfa1f04
• https://skift.com/2019/02/27/booking-and-airbnb-are-now-in-a-
homesharing-dead-heat/
• https://www.bookingholdings.com/about/leadership/#leadership
• https://www.kayak.com/news/what-is-kayak-and-how-does-it-
work/#:~:text=KAYAK%20is%20a%20travel%20search,to%20help%20focu
s%20your%20search.
• https://craft.co/booking-
holdings/competitors?competitors=booking-
holdings%2Cctrip%2Cairbnb%2Cexpedia-group