Founded in 1996, its headquarters are located at Amsterdam, the Netherlands and has around 165 offices over 60 countries.
Source: flickr Luca Conti
Booking.com is a major part of Priceline Group, Parent company. It is responsible for providing best travel related services to customers such as apartments, hotels, Villas, Guest houses, Resorts, all property types etc. It is focussed on providing best services for leisure and business segment. Registration is optional for this travel site. It is the most frequently used travel website worldwide and provide around 850000 room nights reservations for both customer segments. Has recently launched a sister site known as Villas.com, providing independent accommodation for visitors. To access global portfolio it has formed a partnership with Ctrip, Online travel agency famous in China. In 2014, Ural airlines (Russia based airlines) has also partnered with booking.com. It was also associated with some controversy related to Ukraine crisis.
Leading country is US, followed by Italy Germany, Spain and UK. Major sources of traffic is through direct and referral flowed by search. Bounce rate was 26%. Top referring sites are TripAdvisor subdomains and kayak.com. Search traffic accounts for 20% of overall traffic where organic search is 64% and rest is paid search. Social media sites such as Facebook, YouTube, VK.com, odnoklassniki.ru and twitter accounts for 2% of the traffic generated.
Four parameters which makes this site different from others are: Lowest rates for customers, No reservation fees, secure booking and multilingual customer service team. The reason for its success to stand among the other travel websites is more focus on advertising and marketing strategy by the company. In 2011 Google AdWords the site has been rated as top spender in travel and tourism industry. “Booking. Yeah “was the brand awareness campaign used by the company targeted the US market. It was also aired on TV theatres, TV networks, etc., same type of awareness campaign was used in UK, Canada and Germany.