BKNG · 10-Q · 2026Q2 · Full report

Competition and Pricing Pressure

Booking Holdings Inc. · 2026-08-04 · Importance 26 · Surprise 24

Price remains a primary determinant of travel-booking decisions, and discounting and couponing are particularly prevalent in Asia. Competitors may accept little or no profit, or sell travel services at a loss, to gain market share, requiring Booking Holdings to use discounts, closed-user-group rates, loyalty programs, and flexible cancellation policies. These measures can reduce ADRs and revenue as a percentage of gross bookings. Alternative accommodations represented approximately 37% of Booking.com's room nights in the second quarter, while lower growth in the Middle East limited the mix increase.