BKNG · 10-Q · 2026Q2 · Full report

Distribution Channels

Booking Holdings Inc. · 2026-08-04 · Importance 37 · Surprise 32

Direct and mobile distribution remain important growth channels, with the significant majority of mobile-app room nights booked directly and direct room nights representing a mid-fifties percentage of total room nights. Over the trailing twelve months ended June 30, 2026, mobile apps accounted for a high-fifties percentage of room nights, up from a mid-fifties percentage in the prior-year period. The company relies on online search engines, affiliate marketing, metasearch, and social media for performance marketing, while SEO traffic declined and is expected to continue declining in the short to medium term. Merchant gross bookings rose 14.5% in the second quarter and represented 73% of companywide gross bookings, up from 69%, primarily due to Booking.com's shift from agency to merchant bookings.

Key facts

• The mix of our room nights booked on our mobile apps over the trailing twelve months ended June 30, 2026 was a high-fifties percentage, up from a mid-fifties percentage over the trailing twelve months ended June 30, 2025. source
• The mix of total room nights booked by consumers coming directly to our platforms was a mid-fifties percentage over the trailing twelve months ended June 30, 2026 and June 30, 2025, respectively. source
• The significant majority of room nights booked on our mobile apps are direct. source