Booking Holdings

Business overview

• Provides online travel reservation services that let travelers book accommodations, flights, ground transportation, activities, and restaurant reservations through five consumer brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable.
• Offers related services and revenue streams, including payment facilitation, advertising, restaurant reservation and management services, travel-related insurance, and other services.
• Revenue model:
  • Merchant revenues: transactions where the company facilitates payments (for example, accommodation reservations), including travel reservation commissions, transaction net revenues, and ancillary fees.
  • Agency revenues: commissions from bookings where payment is not processed through Booking Holdings.
  • Advertising and other revenues: earnings from KAYAK referrals and ads, OpenTable restaurant services and management subscriptions, and other brand advertising.

2025 financials

• Total revenues: $26.9 billion for the year ended December 31, 2025.
• Revenue is classified as merchant revenues, agency revenues, and advertising and other revenues.

Scale and headcount

• Employees: approximately 24,300 as of December 31, 2025
  • U.S.-based employees: about 2,900
  • Employees outside the U.S.: about 21,400
  • About 97% of employees are full-time.
• Global reach: operations in over 220 countries and territories and support for more than 40 languages.

Brands

• Booking.com
  • Leading online accommodation reservation brand.
  • About 4.4 million properties worldwide across 220+ countries and territories, including roughly 500,000 hotels, motels, and resorts and about 3.9 million homes, apartments, and other unique places to stay.
  • Also offers flights in 55+ markets, in-destination tours and activities, rental car reservations, and ground transportation.
• Priceline
  • North America–focused travel reservations platform.
  • Offers accommodations, flights, rental cars, vacation packages, cruises, activities, and affiliate programs.
• Agoda
  • Accommodation reservations platform focused on the Asia-Pacific region.
  • Also offers flights, ground transportation, and attractions.
• KAYAK
  • Meta-search service that lets users compare itineraries and prices across hundreds of platforms.
  • Services available in 60+ countries and territories.
• OpenTable
  • Restaurant reservations and reservation management services.
  • Core focus in the United States, with broader international reach.

Strategic and operational initiatives

• Connected Trip: AI-enabled travel planning and in-trip experiences to personalize planning, booking, payment, and on-trip experiences.
• Generative AI capabilities: trip planners, consumer assistants, price comparison tools, and partner tools such as Smart Messenger and Auto-Reply to improve service and efficiency.
• Payments expansion: broadening payments capabilities to reduce friction across travel experiences.
• Brand and market expansion: increasing brand awareness and localization in key geographies, expanding alternative accommodations, and growing flight and attraction ticket offerings.
• Transformation Program: ongoing efficiency program intended to create capacity for reinvestment in strategic priorities.
• Growth expectations for Connected Trip in 2025: approximately 37% year-over-year growth in flight tickets and about 80% growth in attraction tickets.

Corporate details

• Publicly traded: common stock listed on the NASDAQ Global Select Market under the symbol BKNG.
• Corporate identity: the company and its subsidiaries/brands are referred to collectively as Booking Holdings, the Company, we, our, or us.