Market Overview:

The online travel industry continues to grow rapidly, with more travelers embracing the
convenience of booking accommodations and travel services online. Booking.com is the leading
OTA in terms of global market share, with a share of over 40%. This is followed by Expedia
Group (25%), Airbnb (15%), and TripAdvisor (10%).

Competitive Landscape:
1. Expedia Group: Expedia is one of Booking.com's major competitors. It owns multiple brands,
including Expedia, Hotels.com, Vrbo, and others, providing a wide range of travel services.

2. Airbnb: Airbnb is a major competitor in the vacation rental space, offering unique and diverse
accommodations around the world. It also provides experiences and activities.

3. TripAdvisor: TripAdvisor is known for its user-generated reviews and ratings, as well as its
booking capabilities for hotels, vacation rentals, flights, and experiences.

4. Agoda: Agoda is another subsidiary of Booking Holdings and competes directly with
Booking.com, especially in the Asia-Pacific region. It focuses on hotels and accommodations.

5. Google Travel: Google's travel services, such as Google Flights and Google Hotel Search, have
become competitors as they allow travelers to search and book accommodations and flights
directly.

6. Ctrip (now Trip.com Group): Particularly in the Asia-Pacific market, Ctrip (now Trip.com Group)
is a major competitor, offering a wide range of travel services, including hotel bookings and
vacation packages.

7. Kayak: Also owned by Booking Holdings, Kayak is known for its flight and hotel search, making it
a competitor in the flight booking space.

8. Trivago: Trivago specializes in hotel metasearch, allowing users to compare hotel prices and
book accommodations.

9. Hotels.com: A subsidiary of Expedia Group, Hotels.com focuses on hotel bookings and offers a
loyalty program for frequent travelers.

10. HomeAway: Owned by Expedia Group, HomeAway specializes in vacation rentals and competes
directly with Booking.com's vacation rental offerings.

Amongst these competitors, Booking.com distinguishes itself through its extensive inventory of
accommodation options and a user-friendly interface.

Products:

Booking.com's primary product is accommodation reservations. However, it also offers

a number of other travel-related products and services, including:
  Flights
 Car rentals
 Travel insurance
 Airport transfers
 Tours and activities
 Dining reservations

Producers:
Booking.com is primarily a platform that aggregates and presents accommodations, flights, car
rentals, and other travel-related products to consumers. It doesn't produce these products itself
but serves as an intermediary between travelers and service provider.

1. Accommodation Providers: These are the hotels, vacation rental owners, and property
managers who list their properties on Booking.com. They use the platform to reach a
global audience of potential guests.
2. Airlines and Car Rental Companies: For flights and car rentals, Booking.com partners
with various airlines and car rental agencies to offer booking options on its platform.
3. Experience Providers: Booking.com collaborates with local tour operators and activity
providers to offer experiences and activities that travelers can book through the platform.
4. Airport Transfer and Taxi Services: Booking.com partners with transportation
companies to offer airport transfer and taxi services to travelers.

Target Market:
 Leisure travelers who prioritize deals and unique experiences.
 Business travelers who focus on convenience and corporate policies.
 Budget-conscious travelers seeking affordability.
 Luxury travelers prioritizing high-end amenities and service.
 Family travelers looking for family-friendly accommodations.
 Adventure seekers who prioritize proximity to outdoor activities.
 Solo travelers prioritizing safety and affordability.