BKNG · News · 20260930N

Distribution Channels

Booking Holdings Inc. · 2026-09-30 · Importance 34 · Surprise 42

Booking Holdings’ merchant model and connected-trip ecosystem were reported as expanding. Merchant gross bookings represented 73% of total gross bookings in the second quarter of 2026, indicating a substantial shift toward the merchant channel. The merchant model was cited as supporting Booking’s competitive position in online travel.

Key facts

• Truist highlighted competitive pressures from private tech companies pushing direct bookings as a risk for Booking Holdings. source
• Booking Holdings is a leading online travel company offering various services like hotel bookings, car rentals, and airline tickets. source