BKNG · 10-Q · 2026Q3 · Full report

Competition and Pricing Pressure

Booking Holdings Inc. · 2026-11-03 · Importance 26 · Surprise 24

Booking Holdings says price is the primary booking consideration for many consumers and reports that discounting and couponing are common across its major regions, particularly in Asia. Competitors sometimes accept little or no profit, or sell travel services at a loss, to gain market share. The company uses discounts, coupons, closed-user-group rates, loyalty programs, and flexible cancellation terms to remain price-competitive. Discounting can lower average daily rates and revenue as a percentage of gross bookings.

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