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Company > Booking Holdings: Business Model, SWOT Analysis, and Competitors 2023

Booking Holdings: Business Model, SWOT Analysis, and Competitors 2023

Published: May 07, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Booking Holdings. As one of the leading online travel companies, Booking Holdings has established a strong presence in the industry with its diverse portfolio of brands, including Booking.com, Priceline, and Kayak. By providing a platform for users to book flights, accommodations, and other travel-related services, Booking Holdings has revolutionized the way people plan their trips. However, to gain a comprehensive understanding of the company's position in the market, we will also evaluate its strengths, weaknesses, opportunities, and threats, along with a look at its key competitors. Join us as we explore the future prospects of Booking Holdings in 2023.

    What You Will Learn:

    • Who owns Booking Holdings and the significance of their ownership in the company's operations and success.
    • The mission statement of Booking Holdings and how it guides their operations and strategic decisions.
    • How Booking Holdings generates revenue and the various channels through which the company makes money.
    • An in-depth explanation of Booking Holdings' Business Model Canvas, highlighting the key components that contribute to their overall business model.
    • The major competitors of Booking Holdings in the travel and accommodation industry and how they compare in terms of market share and offerings.
    • A comprehensive SWOT analysis of Booking Holdings, assessing the company's strengths, weaknesses, opportunities, and threats in the current market landscape.

    Who owns Booking Holdings?

    Introduction to Booking Holdings

    Booking Holdings is one of the largest online travel companies in the world, operating various brands such as Booking.com, Agoda, Kayak, Priceline, and OpenTable. With a wide range of services catering to travelers' needs, Booking Holdings has established itself as a dominant player in the online travel industry. However, when it comes to ownership, the picture becomes more intricate.

    Major Shareholders

    The ownership structure of Booking Holdings reveals a diverse range of major shareholders. As of [current year], the largest shareholder is typically investment management firms and mutual funds. These entities often hold substantial stakes in the company, representing a significant portion of ownership.

    Institutional Investors

    Among the institutional investors, Vanguard Group Inc. is one of the largest shareholders, owning a substantial amount of shares in Booking Holdings. Vanguard Group Inc. is a well-known investment management company that provides a variety of financial services to individual and institutional investors. Their significant ownership stake in Booking Holdings demonstrates their confidence in the company's potential for growth and profitability.

    Another major institutional investor in Booking Holdings is BlackRock Inc., which also holds a considerable number of shares in the company. BlackRock is a global investment management corporation, widely recognized for its expertise in various asset classes. Their ownership stake further reinforces the belief in the long-term prospects of Booking Holdings.

    Founders and Executive Team

    While institutional investors hold a significant portion of ownership in Booking Holdings, the founders and executive team also play a crucial role. Glenn D. Fogel, the Chief Executive Officer of Booking Holdings, has been instrumental in shaping the company's strategic direction and driving its growth. As a key figure in the executive team, Fogel holds a notable stake in the company, aligning his interests with the shareholders.

    Moreover, the founders of Booking.com, one of the company's most prominent brands, still maintain ownership interests. Gillian Tans, who served as the CEO of Booking.com, and other early employees continue to have a stake in the company, ensuring their commitment to its success.


    In summary, the ownership of Booking Holdings is spread across a diverse range of major shareholders, including institutional investors and the founders/executive team. The involvement of renowned investment management firms like Vanguard Group Inc. and BlackRock Inc. highlights the confidence in the company's potential. Simultaneously, the founders and executive team's ownership interests demonstrate their dedication to the long-term success of Booking Holdings. With such a varied ownership structure, the company benefits from a wide range of perspectives and expertise, further solidifying its position in the online travel industry.

    What is the mission statement of Booking Holdings?

    The Mission Statement of Booking Holdings

    Booking Holdings, formerly known as Priceline Group, is a leading online travel company that offers a wide range of services to travelers worldwide. With a diverse portfolio of brands, including Booking.com, Priceline.com, Agoda.com, Kayak.com, and others, the company operates with a clear mission statement at its core.

    The mission statement of Booking Holdings is to "empower people to experience the world." This simple yet powerful statement reflects the company's commitment to providing travelers with the necessary tools, resources, and services to explore and discover new destinations, cultures, and experiences.

    Booking Holdings aims to make travel more accessible, convenient, and enjoyable for everyone. Through their various platforms and services, they strive to connect travelers with a vast selection of accommodations, flights, rental cars, and other travel-related services, making it easier for individuals to plan and book their trips seamlessly.

    By empowering people to experience the world, Booking Holdings recognizes the transformative power of travel. They believe that through travel, individuals can broaden their horizons, gain valuable insights, foster cultural understanding, and create lifelong memories. The company's mission is driven by the belief that travel has the potential to enrich lives and contribute to a more interconnected global community.

    Furthermore, Booking Holdings seeks to achieve its mission by leveraging technology and innovation. Their online platforms and mobile applications provide users with intuitive interfaces, personalized recommendations, and efficient booking processes. By constantly refining and enhancing their technology, the company aims to deliver a seamless and user-friendly experience for travelers, ensuring that their journey starts with a positive and hassle-free booking process.

    In conclusion, the mission statement of Booking Holdings encapsulates their commitment to empowering individuals to explore and experience the world. Through their diverse portfolio of brands, innovative technology, and customer-centric approach, the company aims to make travel more accessible, convenient, and enjoyable for travelers worldwide.

    How does Booking Holdings make money?

    Commission revenue from hotel reservations

    One of the primary ways Booking Holdings generates revenue is through commission fees charged to hotels for each reservation made through their platform. When a customer books a hotel room through one of Booking Holdings' websites such as Booking.com or Agoda.com, the company receives a percentage of the total booking amount as a commission. This commission-based revenue model allows Booking Holdings to earn money without having to own or manage the hotels themselves.

    Advertising and placement fees

    Booking Holdings also generates revenue through advertising and placement fees paid by hotels and other accommodation providers. Hotels can pay additional fees to improve their visibility and rank higher in search results on Booking Holdings' websites. By offering premium advertising options, the company provides hotels with the opportunity to gain more exposure and attract a larger customer base. Advertising and placement fees contribute significantly to Booking Holdings' overall revenue stream.

    Rental car and airline ticket commissions

    While hotel reservations form the core of Booking Holdings' revenue, the company also earns money through commissions on rental car and airline ticket bookings. By partnering with various car rental agencies and airlines, Booking Holdings allows customers to conveniently book their travel arrangements in one place. Similar to hotel reservations, the company receives a commission for each successful rental car or airline ticket booking made through their platform. This diversification of revenue sources helps Booking Holdings remain competitive in the online travel booking industry.

    Value-added services and packages

    To further boost revenue, Booking Holdings offers value-added services and packages to customers during the booking process. These services can include travel insurance, airport transfers, guided tours, and other add-ons that enhance the overall travel experience. By partnering with third-party providers, Booking Holdings earns a commission on each sale of these value-added services. This strategy not only generates additional revenue but also enhances customer satisfaction by providing a comprehensive travel booking experience.

    Data-driven partnerships and insights

    Booking Holdings leverages its vast amount of customer data to form partnerships with various businesses in the travel and hospitality industry. By analyzing customer preferences, booking patterns, and market trends, the company can offer valuable insights and recommendations to its partners. These data-driven partnerships help businesses optimize their offerings and improve customer satisfaction. Additionally, Booking Holdings can earn revenue through data licensing agreements, where it sells anonymized customer data to external companies for market research or targeted advertising purposes.

    In conclusion, Booking Holdings primarily makes money through commission revenue from hotel reservations, advertising and placement fees, rental car and airline ticket commissions, value-added services and packages, as well as data-driven partnerships and insights. These diverse revenue streams allow the company to thrive in the highly competitive online travel booking industry while continuously expanding its range of services and offerings.

    Booking Holdings Business Model Canvas Explained

    Introduction to Booking Holdings

    Booking Holdings, formerly known as Priceline Group, is a leading online travel and accommodation booking company. With a wide range of brands under its umbrella, including Booking.com, Agoda, and Kayak, Booking Holdings has become a dominant player in the travel industry. To better understand how this company operates, let's delve into their business model canvas.

    Key Partnerships

    Booking Holdings has established strategic partnerships with various entities to enhance its offerings and maintain a competitive edge. These partnerships include collaborations with airlines, car rental companies, and local tour operators. By teaming up with these key partners, Booking Holdings ensures that their customers have access to a comprehensive travel experience, from flights and accommodations to transportation and activities.

    Key Activities

    The primary activity of Booking Holdings is to provide a platform where customers can search and book various travel services. This involves maintaining a user-friendly website and mobile app, as well as continuously updating their extensive database of accommodations and travel options. Booking Holdings also invests in marketing and advertising activities to attract customers and promote their services across different channels.

    Value Proposition

    Booking Holdings offers customers a one-stop solution for all their travel needs. By aggregating a vast inventory of accommodations and travel services, they provide users with a convenient platform to search, compare, and book without the hassle of visiting multiple websites. Moreover, Booking Holdings leverages its partnerships to negotiate competitive prices and exclusive deals, ensuring that customers get the best value for their money.

    Customer Segments

    Booking Holdings caters to a diverse range of customer segments within the travel industry. From budget-conscious backpackers to luxury travelers, their brands target various demographics and preferences. Additionally, Booking Holdings recognizes the importance of serving both individual travelers and business travelers, offering specific features and benefits tailored to each segment's unique requirements.

    Customer Relationships

    Building and maintaining strong customer relationships is crucial to Booking Holdings' success. They focus on providing exceptional customer service through their dedicated support teams, available 24/7 to assist with booking inquiries, modifications, and cancellations. Additionally, Booking Holdings incentivizes customer loyalty through rewards programs and personalized recommendations based on previous bookings and preferences.

    Revenue Streams

    Booking Holdings primarily generates revenue through commissions received from travel partners for each booking made on their platform. The company charges a percentage-based commission on the total booking value, ensuring a steady stream of income. Additionally, Booking Holdings offers advertising options to travel partners, allowing them to showcase their offerings prominently on the website and reach a wider audience.

    Key Resources

    To maintain its position as a market leader, Booking Holdings relies on several key resources. Firstly, their extensive network of travel partners provides access to a wide range of accommodations and travel services. Secondly, the technological infrastructure, including the website, mobile app, and backend systems, is crucial for seamless user experience and efficient operations. Lastly, the expertise and reputation gained over the years play a significant role in attracting customers and forging partnerships.


    Booking Holdings' business model canvas showcases a comprehensive approach to the travel industry. By focusing on key partnerships, user-friendly platforms, and exceptional customer service, they have successfully positioned themselves as a trusted platform for travelers worldwide. With their diverse revenue streams and extensive resources, Booking Holdings continues to thrive in an ever-evolving industry.

    Which companies are the competitors of Booking Holdings?

    Expedia Group

    One of the major competitors of Booking Holdings is Expedia Group, a well-known online travel agency. Expedia Group operates several popular brands including Expedia, Hotels.com, Orbitz, Travelocity, and Hotwire. Similar to Booking Holdings, Expedia Group provides a wide range of travel services such as hotel bookings, vacation packages, car rentals, and flights.


    While Airbnb may not offer the same scope of services as Booking Holdings, it has emerged as a formidable competitor in the accommodations sector. Airbnb provides a platform for people to rent out their homes, apartments, or spare rooms to travelers. This peer-to-peer sharing economy model has gained significant popularity over the years, particularly among those seeking unique and personalized accommodation experiences. Although Booking Holdings has made efforts to enter the homestay market with its subsidiary, Booking.com, Airbnb remains a strong competitor in this space.


    TripAdvisor is another notable competitor of Booking Holdings, focusing primarily on providing travelers with reviews and recommendations for hotels, restaurants, attractions, and other travel-related services. As one of the largest travel websites globally, TripAdvisor influences the decisions of many travelers and allows them to book accommodations directly through their platform. While TripAdvisor does not directly offer bookings like Booking Holdings, it serves as a valuable resource for travelers during their trip planning process.


    Ctrip, based in China, is a leading online travel agency that competes with Booking Holdings on a global scale. With a strong presence in the Chinese travel market, Ctrip offers a wide range of services including hotel bookings, flight reservations, vacation packages, and corporate travel management. As China's largest online travel agency, Ctrip has been expanding its international presence through partnerships and acquisitions, making it a significant competitor for Booking Holdings in the Asian market.


    Agoda, a subsidiary of Booking Holdings, may seem like an odd addition to this list. However, it is worth mentioning as it competes with its parent company in certain markets. Agoda primarily focuses on providing hotel accommodation bookings in Asia, offering a vast selection of properties across the region. While Agoda is under the same parent company as Booking.com, its specialization in the Asian market positions it as a competitor to Booking Holdings in that specific region.

    In conclusion, Booking Holdings faces tough competition from various companies in the online travel industry. Expedia Group, Airbnb, TripAdvisor, Ctrip, and Agoda are just a few examples of the competitors that challenge Booking Holdings' position in the market. The fierce competition among these companies ultimately benefits travelers by providing them with a wide range of options and competitive prices for their travel needs.

    Booking Holdings SWOT Analysis


    1. Market Leader: Booking Holdings is one of the largest and most well-known online travel agencies globally. It operates various popular brands, including Booking.com, Agoda, and Kayak, which collectively offer a wide range of travel services such as accommodations, flights, car rentals, and more. This market leadership position gives Booking Holdings a significant advantage over its competitors.

    2. Strong Brand Recognition: Booking Holdings has established a strong brand presence in the travel industry. Its brands are recognized and trusted by millions of travelers worldwide, which helps attract a large customer base. The company's emphasis on customer satisfaction and reliability has built a positive reputation, contributing to its strong brand equity.

    3. Wide Reach and Global Footprint: With operations in over 220 countries and territories, Booking Holdings has an extensive global reach. Its websites and mobile apps are available in multiple languages, making it accessible to a diverse customer base. This broad geographic coverage enables the company to tap into different markets and capitalize on international travel trends.

    4. Extensive Supplier Network: Booking Holdings has built strong relationships with a vast network of suppliers, including hotels, airlines, car rental companies, and other travel service providers. This extensive supplier network allows the company to offer customers a wide selection of options and negotiate favorable rates. By partnering with various suppliers, Booking Holdings ensures that customers can find suitable travel options at competitive prices.


    1. Dependence on Online Marketing: Booking Holdings heavily relies on online marketing channels to drive customer acquisition and bookings. While this has been effective in the past, it also makes the company vulnerable to changes in digital advertising platforms and algorithms. Any significant disruption or increased competition in online marketing could impact Booking Holdings' ability to reach and attract customers.

    2. Reliance on Third-Party Platforms: Despite its strong brand presence, Booking Holdings is dependent on third-party platforms for a significant portion of its bookings. For example, many travelers use search engines like Google to find accommodation options, which might direct them to Booking.com. Any changes in search engine algorithms or policies could affect the visibility and ranking of Booking Holdings' brands, potentially leading to a decline in bookings.


    1. Growing Online Travel Market: The online travel market continues to experience robust growth, driven by factors such as increasing internet penetration, rising disposable incomes, and changing consumer behavior. This presents an opportunity for Booking Holdings to expand its customer base and capture a larger share of the market. By leveraging its strong brand and extensive network, the company can attract new customers and increase bookings.

    2. Expansion in Emerging Markets: Emerging markets, such as Asia-Pacific and Latin America, offer significant growth potential for Booking Holdings. These regions are witnessing a rise in middle-class population and disposable incomes, leading to increased travel demand. By focusing on market penetration strategies and tailoring its services to local preferences, Booking Holdings can tap into these markets and gain a competitive edge over rivals.


    1. Intense Competition: The online travel industry is highly competitive, with numerous players vying for market share. Competitors such as Expedia, Airbnb, and TripAdvisor pose a threat to Booking Holdings' dominance. These companies invest heavily in marketing, technology, and customer acquisition to attract travelers. Booking Holdings must continuously innovate, offer competitive pricing, and enhance customer experiences to stay ahead in this fiercely contested market.

    2. Disruption from New Technologies: Advancements in technology, such as artificial intelligence, blockchain, and virtual reality, have the potential to disrupt the travel industry. These technologies could revolutionize aspects of travel booking, customer service, and experiences. If Booking Holdings fails to adapt and embrace these emerging technologies, it risks losing market share to more innovative competitors.

    In conclusion, Booking Holdings possesses several strengths, including its market leadership, strong brand recognition, wide reach, and extensive supplier network. However, the company faces weaknesses regarding its dependence on online marketing and third-party platforms. Expanding in the growing online travel market and emerging markets presents opportunities for growth, but Booking Holdings must also navigate threats such as intense competition and potential disruption from new technologies.

    Key Takeaways

    • Booking Holdings is owned by a diverse group of institutional investors, with no single majority owner.
    • The mission statement of Booking Holdings is to empower people to experience the world by connecting them with a wide range of travel options.
    • Booking Holdings primarily makes money through commission-based fees from accommodation reservations and advertising fees from travel-related businesses.
    • The Booking Holdings Business Model Canvas explains how the company creates value by connecting travelers with accommodations, transportation, and other travel services.
    • Competitors of Booking Holdings include Expedia Group, Airbnb, and TripAdvisor, among others.
    • A SWOT analysis of Booking Holdings reveals its strengths in global brand recognition and market presence, weaknesses in dependence on third-party platforms, opportunities in emerging markets, and threats from intense competition and changing consumer preferences.


    In conclusion, Booking Holdings is a leading online travel agency that owns several well-known brands such as Booking.com, Kayak, and Priceline. While it is difficult to determine the exact ownership structure of Booking Holdings, it is clear that the company is publicly traded and has a diverse range of shareholders.

    The mission statement of Booking Holdings is to make it easier for everyone to experience the world. They aim to provide a seamless and enjoyable travel booking experience for their customers, offering a wide range of options and competitive prices.

    Booking Holdings primarily generates revenue through commissions and fees from hotel, flight, and car rental bookings made through their platforms. They also offer advertising and other value-added services to their partners.

    The Booking Holdings business model can be explained using the Business Model Canvas, which includes key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, and cost structure. By effectively leveraging these elements, Booking Holdings has established a successful online travel agency model.

    In terms of competition, Booking Holdings faces several key players in the online travel industry, including Expedia Group, TripAdvisor, and Airbnb. These companies offer similar services and constantly innovate to attract and retain customers.

    A SWOT analysis of Booking Holdings reveals their strengths in terms of global reach, strong brand recognition, and a wide range of services. However, they also face weaknesses such as high competition and dependence on external suppliers. Opportunities for growth include emerging markets and technological advancements, while threats include economic downturns and changing consumer preferences.

    Overall, Booking Holdings has established itself as a dominant player in the online travel industry, constantly adapting to meet the needs of customers and partners. With a strong mission statement, a successful business model, and a competitive landscape, Booking Holdings continues to be a force to be reckoned with in the travel booking industry.


    What are the strengths of booking com?

    1. Wide range of options: Booking.com offers a vast selection of accommodation options, including hotels, apartments, villas, hostels, and more, in various destinations around the world. This extensive inventory allows users to find the perfect accommodation that suits their needs and preferences.

    2. User-friendly interface: The platform provides a user-friendly interface that makes it easy for travelers to search, compare, and book accommodations. The website and mobile app are designed to be intuitive and accessible, ensuring a smooth booking experience.

    3. Transparent pricing: Booking.com displays transparent pricing, including all taxes and fees, upfront. This helps users accurately calculate the total cost of their booking and make informed decisions.

    4. Verified reviews: The platform includes genuine reviews from verified guests who have stayed at the properties. These reviews provide valuable insights into the quality and experience of the accommodation, helping users make informed choices.

    5. Flexible booking options: Booking.com offers flexible booking options, allowing users to reserve accommodations without upfront payment or with free cancellation policies. This flexibility provides peace of mind to travelers, especially when plans may change.

    6. Customer support: The platform provides 24/7 customer support to assist users with any queries or issues they may face during the booking process or their stay. This ensures a high level of customer service and satisfaction.

    7. Loyalty program: Booking.com offers a loyalty program called "Genius" that provides additional benefits and discounts to frequent users. This program encourages customer loyalty and incentivizes repeat bookings.

    8. Multilingual support: The platform supports multiple languages, making it accessible to users worldwide. This feature enables travelers to browse and book accommodations in their preferred language, enhancing the user experience.

    9. Easy modification and cancellation: Booking.com allows users to easily modify or cancel their reservations, providing flexibility in case of unexpected changes to travel plans.

    10. Competitive pricing: Due to its extensive network of accommodation partners, Booking.com often offers competitive pricing, allowing users to find affordable options suitable for their budget.

    What is the mission statement of Booking Holdings?

    The mission statement of Booking Holdings is as follows:

    "To help people experience the world, providing online travel and related services to customers and partners around the globe through our six primary brands - Booking.com, Priceline, Agoda, KAYAK, Rentalcars.com, and OpenTable."

    Why is booking stock so expensive?

    There could be several reasons why Booking Holdings Inc. (formerly known as Priceline Group Inc.) stock is considered expensive:

    1. Strong market position: Booking Holdings is one of the largest online travel companies globally, owning popular brands like Booking.com, Priceline.com, Agoda.com, Kayak.com, and more. Its dominant market position and widespread recognition contribute to the high demand for its stock.

    2. Steady revenue growth: The company has consistently demonstrated strong revenue growth over the years, indicating its ability to generate substantial profits. Investors are often willing to pay a premium for stocks of companies with a track record of consistent growth.

    3. Profitability: Booking Holdings has been profitable for many years, which is an attractive characteristic for investors. The company's ability to generate significant profits enhances the perceived value of its stock.

    4. Global travel industry potential: The travel industry has enormous growth potential, and Booking Holdings is well-positioned to benefit from this growth. As more individuals worldwide engage in travel, the demand for online travel services is expected to rise, making the company's stock more valuable.

    5. Limited competition: While there are other players in the online travel industry, Booking Holdings has established a strong competitive advantage with its extensive network, brand recognition, and technological expertise. This limited competition can contribute to the higher valuation of its stock.

    6. Investor sentiment: The overall positive sentiment towards the company and the broader market can also influence stock prices. If investors believe in the growth prospects and long-term potential of Booking Holdings, they may be willing to pay a higher price for its stock.

    It's important to note that stock prices are determined by supply and demand dynamics in the market, and various factors can influence their perceived value.

    What is the company profile of Booking Holdings?

    Booking Holdings is a global online travel company that operates several well-known brands in the travel and accommodation industry. The company was founded in 1996 and is headquartered in Norwalk, Connecticut, United States.

    Booking Holdings operates a variety of brands, including Booking.com, Priceline.com, Agoda.com, Kayak.com, Rentalcars.com, and OpenTable. These brands cover different aspects of the travel experience, such as hotel bookings, vacation rentals, flights, car rentals, restaurant reservations, and more.

    Booking.com is the company's flagship brand and one of the world's leading online travel agencies, offering a wide range of accommodation options, including hotels, apartments, villas, and more. Priceline.com allows users to book flights, hotels, rental cars, and vacation packages at discounted prices. Agoda.com focuses on providing accommodation options in Asia and has a strong presence in the region.

    Kayak.com is a popular travel search engine that allows users to compare prices across various travel websites to find the best deals on flights, hotels, and car rentals. Rentalcars.com provides a platform for users to book rental cars from a variety of providers worldwide. OpenTable is an online restaurant reservation service that enables users to book tables at restaurants in various countries.

    Booking Holdings operates globally, serving customers from around the world. The company's brands are available in multiple languages and currencies, catering to the diverse needs of travelers worldwide. With its extensive network and range of services, Booking Holdings aims to provide convenient and seamless travel experiences for its customers.

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