Booking.com targets customers aged 25 to 44 looking for leisure or business trips. It allows users to search and filter hotels by stars, amenities, and location. Users can read reviews from past travelers, view photos and maps, and book hotels directly on the site. While Expedia offers more services like flights and cars, Booking.com focuses only on hotels and provides more contextual information about nearby attractions. It aims to guide users to highly reviewed hotels and shows recent bookings of searched properties.

1. Online Travel AgentBooking.com

2. TargetedcustomersMainly: people aging from 25 to 44 years old

3. Leisure or business trip (couples, families or groups)

4. Consumers who are looking for a good dealOnline customer servicesRefine the research: number of stars, hotel type, facilities, hotel theme and districtSort the hotels list by stars or popularityDescription of the hotel and its featuresRates and availabilitiesBooking on the website

5. Reviews of travellers (who have booked through booking.com)Information about the location of the hotel and its surroundings (business area, monument or landmark, …)Map and pictures Inscription for NewsletterOnline customer services

6. The services differ from expediaThe framework of booking.com is clear and concise. There are 2 columns: one for the research and a second to suggest destinations. Expedia is more confused, there is a lot of information The services of booking.com are focused on hotels only, in contrary to those of expedia which are diversified: flight, cars, cruise…

7. Booking.com proposes some location such as business area or museums, and according to the choice of the customer the website offers different hotels set up in this area. The services differ from expedia

8. Communication methodsAfter booking on the website, clients are able to write a review about their trips.Website tries to guide web surfers by suggesting some hotels which have good reviews.Last viewed hotels of the web surferWhen you are looking for a hotel, a window opens to inform you about the more recent booking done for this hotel (date and country)