BKNG · News · 20260826N

Gross Margin Drivers

Booking Holdings Inc. · 2026-08-26 · Importance 20 · Surprise 24

Booking Holdings’ Genius loyalty program accounted for more than 700 million room nights in 2025. Bernstein described the Genius model as cost-effective, indicating favorable economics for the loyalty channel. The firm linked Genius’s cost-effective model to an 87% gross profit margin.

Key facts

• Booking's gross profit margin is 87%, and Bernstein SocGen highlighted Genius's cost-effective model as contributing to that margin. source