financeSkift··1 min·For: Owner, GM, Revenue, Investor
Booking Holdings Outpaces Strategy With Merchant Model Shift
Booking Holdings has seen a dramatic shift in its business model, with merchant bookings now representing 70% of its total volume alongside record annual revenues.
Key Takeaways
- 1Monitor the rapid shift to the merchant model, which now accounts for 70% of Booking's gross bookings compared to 22% in 2022.
- 2Evaluate the financial impact of the 'Connected Trip' strategy as the company integrates lower-margin non-accommodation services.
- 3Note the record revenue of $26.9 billion in 2025, signaling Booking's dominance in the online travel agency competitive landscape.
Source: Skift
Keep reading
Our reporting
More in finance