Booking.com cutting paid media spending to focus on direct bookings
The OTA is reducing its investment in paid media as it seeks to drive more direct bookings through its loyalty program
Booking Holdings reported that direct bookings grew at a faster rate than paid marketing room nights in its most recent quarter, which ended on March 31st.
Key takeaways
- Booking.com will focus on driving direct bookings through initiatives like its Genius loyalty program and the "connected trip," which allows travelers to book all aspects of a trip through Booking.com, not just the accommodation;
- Booking.com has seen "high growth" in repeat travelers, particularly among Genius loyalty members who have a higher frequency of booking than the average customer and are more likely to book directly;
- Over the past four quarters, the company has reported that the mix of its total room nights coming to the business directly was in the “mid 50% range.” Each quarter outperformed the comparable period the year before.
Get the full story at MarketingWeek