BKNG · Earnings call · 2026Q3T · Full report

Loyalty Program Growth

Booking Holdings Inc. · 2026-11-03 · Importance 44 · Surprise 24

Booking Holdings identified Genius as central to strengthening repeat traveler relationships and supporting its Connected Trip strategy. Over the last 12 months, Genius Level 2 and Level 3 members represented more than 30% of Booking.com’s active customer base and accounted for a high-50% share of room nights, both increasing from a year earlier. Management said higher-tier members plan further ahead, return more consistently, and book directly at a higher rate than non-Genius travelers. The company plans to improve Genius with additional sources of traveler value, potentially including partner benefits with low marginal cost or benefits offered at a lower cost.

Key facts

• During the last 12 months, Booking.com Level 2 and Level 3 Genius members represented more than 30% of its active customer base and accounted for a high-50% share of room nights, up from a year earlier.
• Booking Holdings said it was considering additional Genius benefits that partners might provide at little or no marginal cost, or at a lower cost.
• Booking Holdings Inc. is talking with hoteliers, travel and non-travel players, and people outside the travel ecosystem about loyalty programs that provide more value to participating travelers and service or product suppliers.
• Room nights booked by Booking.com travelers who booked directly, used the mobile app and participated in Genius Levels 2 and 3 grew meaningfully faster than room nights booked by other travelers in the third quarter and year to date.
• Booking Holdings said it would improve Genius and that the program would be better in the future, while partners currently fund much of it and receive a good return on investment.
• Booking Holdings Inc. said providing more value to both sides of its loyalty network is important to building out and ensuring the Genius program remains one of the most valuable programs.