Booking.com touts social media success

The company reported spending more on social media marketing with attractive ROI, while phasing out channels that weren't performing well

During its Q2 earnings call, the OTA highlighted its success in driving marketing efficiencies, particularly through its social media strategy at Booking.com. The company noted that it has strategically increased its investment in social media, targeting travelers on the platforms they actively use.

Key takeaways

• The company emphasized that social media is a highly attractive channel where they are currently expanding their efforts and investing more due to the strong, incremental return on investment. This approach is a critical aspect of their marketing leverage strategy;
• In the second quarter of this year, the company's total marketing spend reached $1.9 million, up slightly from $1.8 million in the same period last year;
• Booking.com reported that its direct bookings, excluding its B2B segment, now account for just over 60% of total bookings, describing this shift as a "game changer".

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