BKNG · 10-Q · 2026Q3 · Full report

Connected Trip Strategy

Booking Holdings Inc. · 2026-11-03 · Importance 31 · Surprise 42

Booking Holdings is pursuing an AI-powered Connected Trip experience intended to personalize travel planning, booking, payment, and in-trip services, supported by a loyalty program. The company expects the strategy to improve traveler loyalty, booking frequency, and the mix of direct bookings over time. Its mobile apps are a central engagement channel: their share of room nights booked over the trailing twelve months reached a high-fifties percentage, up from a mid-fifties percentage a year earlier. Most app room nights are direct, and the company reports favorable repeat direct-booking behavior in its apps.