Owned brands
Booking Holdings Inc. (NASDAQ: BKNG) is the world's largest online travel company by market capitalization and gross bookings. Headquartered in Norwalk, Connecticut, the group operates a portfolio of leading consumer travel brands serving customers and partners in more than 220 countries and territories.
The group's principal brands are:
Booking Holdings primarily operates an agency (commission) model on accommodations, with growing exposure to merchant model transactions through its payments platform. Revenue is generated by commissions on bookings, advertising on Kayak and Booking.com, and ancillary travel products including flights, attractions and ground transport.
The group reported gross bookings exceeding 165 billion dollars in 2024 and consistently delivers industry-leading EBITDA margins. Its scale advantage in supply (millions of properties), brand recognition and performance-marketing efficiency have made it the benchmark competitor across the global OTA landscape.
Recent strategic focus areas include the connected trip vision (bundling flights, accommodation, transport and experiences in one transaction), expansion of the merchant payments platform, growth in alternative accommodations (apartments, vacation rentals) to compete with Airbnb and Vrbo, and AI-driven trip planning assistants embedded across Booking.com and Kayak.