{ "schemaVersion": 1, "organisationId": "O-8ea07f3053924699a59af1d00319c5b1", "slug": "booking-holdings", "name": "Booking Holdings Inc.", "updatedAt": "2026-03-19T01:15:55.801229Z", "sections": [ { "type": "OVERVIEW", "text": "Booking Holdings Inc. operates in online travel and related services, deriving substantially all of its revenue from online travel reservation services that connect travelers with travel service providers. It also generates revenue from advertising, restaurant reservation and management services, travel-related insurance, and other services. Its mission is to make it easier for everyone to experience the world. [P-7daa10ca5ecc48a08589dbd61580803a][P-2472059c501f4ad6947ec56f41e6f8e6][P-7386ed648ed0470caaa6cb7e45c22f50]\n\nThe company’s main consumer-facing brands are Booking.com, Priceline, Agoda, KAYAK, and OpenTable. These brands define its product breadth across accommodations, flights, ground transportation, travel search, and restaurant reservations. Its geographic footprint is broad: Booking.com operates worldwide, Priceline is focused primarily on North America, Agoda primarily on Asia-Pacific, KAYAK offers services in over 60 countries and territories, and OpenTable is primarily focused on the United States. [P-7386ed648ed0470caaa6cb7e45c22f50][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf]\n\nAs a size indicator, Booking Holdings reported $23.7 billion in revenue for 2024 and employed approximately 24,300 people as of December 31, 2024, with most employees based outside the United States. Booking.com alone offered accommodation reservation services for about 4.0 million properties in over 220 countries and territories and in more than 40 languages at year-end 2024, underscoring the company’s global reach. [P-4434185622d141379683def59055fbdf][P-3b1ec329d9fc4316aff3c8b81742b2c2][P-62525c8b678d4f2bb56d087245234cc6]\n[P-7daa10ca5ecc48a08589dbd61580803a][P-2472059c501f4ad6947ec56f41e6f8e6][P-7386ed648ed0470caaa6cb7e45c22f50][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf][P-4434185622d141379683def59055fbdf][P-3b1ec329d9fc4316aff3c8b81742b2c2]", "updatedAt": "2026-03-19T01:15:55.801229Z" }, { "type": "PRODUCTS", "text": "Booking Holdings’ products and services are centered on five primary consumer-facing brands. Booking.com is the company’s largest travel booking product, focused on online accommodation reservations; at December 31, 2024 it offered accommodation reservation services for approximately 4.0 million properties in more than 220 countries and territories and in more than 40 languages, including about 500,000 hotels, motels and resorts and about 3.5 million homes, apartments and other unique places to stay. Booking.com also offered flights in more than 55 markets, tours and activities in 1,700 cities, rental car reservations in more than 42,000 locations, and ground transportation at approximately 1,900 airports. Priceline offers online accommodation, flight and rental car reservations, as well as vacation packages, cruises, activities and hotel distribution services for partners and affiliates. Agoda provides online accommodation reservations primarily for Asia-Pacific consumers and also offers flights, ground transportation and activities. KAYAK is a meta-search service that lets users search and compare travel itineraries and prices from hundreds of online travel platforms at once, and OpenTable provides online restaurant reservation services to consumers plus reservation-management services to restaurants, primarily in the United States. [P-b0d89c89e6794f9d863e5635a65bf7cc][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf]\n\nThe company also delivers these services through websites and mobile apps, with integrated payments capabilities, itinerary-building across flights, rental cars, accommodations and attractions, loyalty features, customer support via online platforms and virtual assistants, and consumer-facing AI tools including a trip planner, an AI assistant for customer queries and a price comparison tool. Across its online travel company brands, 2024 booking volumes included 1,144 million room nights, 83 million rental car days and 49 million airline tickets; KAYAK search queries and OpenTable restaurant reservations are measured differently and do not contribute to gross bookings. In terms of performance mix, the majority of merchant revenue and substantially all agency revenue came from Booking.com accommodation reservations, while advertising and other revenue was derived primarily from KAYAK referral and advertising placements and OpenTable restaurant reservation services and restaurant-management subscription fees. [P-edd5d8d353d14b08a4c5dc7ca50506a3][P-530c77669b21485d8a699e0c2d0e2809][P-48b9f69aa6eb487198381a711915b9b9][T-2c187f10e0ee4cc4ba677e88984679d9][P-8c021951864e43d68a29bf7c4ee61435][P-8cc68b6fa35c46c3bdad235d37037063]\n[P-b0d89c89e6794f9d863e5635a65bf7cc][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf][P-edd5d8d353d14b08a4c5dc7ca50506a3][P-530c77669b21485d8a699e0c2d0e2809][P-48b9f69aa6eb487198381a711915b9b9][T-2c187f10e0ee4cc4ba677e88984679d9][P-8c021951864e43d68a29bf7c4ee61435][P-8cc68b6fa35c46c3bdad235d37037063]", "updatedAt": "2026-03-19T01:15:55.801229Z" }, { "type": "GEOGRAPHY", "text": "Booking Holdings is U.S.-based at the parent level, with principal executive offices in Norwalk, Connecticut, but its operating footprint is predominantly international. Booking.com is headquartered in the Netherlands and operates worldwide, Priceline is primarily focused on North America from Norwalk, Connecticut, Agoda is primarily focused on Asia-Pacific from Singapore, KAYAK is headquartered in Stamford, Connecticut and serves more than 60 countries and territories, and OpenTable has significant operations in San Francisco and is primarily U.S.-focused.[P-95b489d474b143c581c16de74a08b6f3][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf]\n\nThe company’s revenue is heavily weighted outside the United States. In 2024, Booking Holdings reported $2.485 billion of U.S. revenue and $21.254 billion of revenue outside the U.S., meaning about 89.5% of total revenue came from non-U.S. operations; the filing defines “outside of the U.S.” revenue as including Booking.com and Agoda in their entirety, plus the KAYAK and OpenTable businesses located outside the U.S.[T-8292723d642a47798bd20da58ddf07d2][P-56d5592ed7e747958e7561611c96c23f] The same note states that $18.617 billion of 2024 revenue was attributed to an entity domiciled in the Netherlands, indicating the importance of the Dutch-based Booking.com structure in the group’s geographic mix.[P-b5a907ded1ab413db0ae17c8af086593]\n\nIts workforce is also concentrated outside the United States: as of December 31, 2024, Booking Holdings had approximately 24,300 employees, with about 3,100 in the U.S. and about 21,200 outside the U.S.[P-3b1ec329d9fc4316aff3c8b81742b2c2] The company’s property, equipment and operating lease asset footprint shows a similar pattern, with 2024 assets of $129 million in the U.S., $405 million in the Netherlands, $168 million in the U.K., and $243 million in other locations outside the U.S., making the Netherlands the largest disclosed asset location.[P-35c135485c2a4df587bfd9724e6c302f][T-fb36f9e087df495891245139ef052c85]\n[P-95b489d474b143c581c16de74a08b6f3][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf][T-8292723d642a47798bd20da58ddf07d2][P-56d5592ed7e747958e7561611c96c23f][P-b5a907ded1ab413db0ae17c8af086593][P-3b1ec329d9fc4316aff3c8b81742b2c2][P-35c135485c2a4df587bfd9724e6c302f][T-fb36f9e087df495891245139ef052c85]", "updatedAt": "2026-03-19T01:15:55.801229Z" }, { "type": "SEGMENTS", "text": "Booking Holdings does not report multiple external business segments; it says its portfolio of brands is organized into operating segments, but those operating segments are aggregated into a single reportable segment for financial reporting, with the chief operating decision maker reviewing revenue and Adjusted EBITDA less Capex at that consolidated level.[P-31dbd8f6681d4366a13b44cf53de1d38][P-650cc9f1d6aa49409557839fdbe4a764] The underlying brand structure is centered on five primary consumer-facing brands: Booking.com, focused mainly on online accommodation reservations; Priceline, focused on discount travel reservations in North America; Agoda, focused on online accommodation reservations in Asia-Pacific; KAYAK, a travel metasearch platform; and OpenTable, which provides restaurant reservations and restaurant management services.[P-7386ed648ed0470caaa6cb7e45c22f50][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf]\n\nBecause the company has one reportable segment, the closest official contribution breakdown is by revenue type rather than by segment. In 2024, merchant revenue accounted for about 59.6% of total revenue, agency revenue for about 35.9%, and advertising and other revenue for about 4.5%.[T-8049d1a0a02c4625bed891da7af803fa] Merchant revenue comes from transactions where Booking Holdings facilitates payment, agency revenue comes from commission-based bookings where it does not facilitate payment, and advertising and other revenue is driven primarily by referral advertising at KAYAK and restaurant-related services at OpenTable.[P-59520ae3ebcc413a9de11b817d462440][P-3a5a7bf43a114504b32c28309953587b][P-1a39ccf3508d4b9088c8143eb32b340c][P-2472059c501f4ad6947ec56f41e6f8e6] The company also notes that the majority of merchant revenue and substantially all agency revenue are generated by Booking.com accommodation reservations.[P-8c021951864e43d68a29bf7c4ee61435][P-8cc68b6fa35c46c3bdad235d37037063]\n\nAs an additional official disaggregation, Booking Holdings classifies about 89.5% of 2024 revenue as generated outside the U.S. and about 10.5% in the U.S.; outside-U.S. revenue includes Booking.com and Agoda in their entirety, plus the non-U.S. KAYAK and OpenTable businesses.[P-56d5592ed7e747958e7561611c96c23f][T-8292723d642a47798bd20da58ddf07d2]\n[P-31dbd8f6681d4366a13b44cf53de1d38][P-650cc9f1d6aa49409557839fdbe4a764][P-7386ed648ed0470caaa6cb7e45c22f50][P-62525c8b678d4f2bb56d087245234cc6][P-4c125e0b842949219bc76d828bfc1ced][P-f6d089122e154023b6387c179b3bb251][P-bb207907bdfe43a8b1f5dd69a10d2cb8][P-2da294510435460cbf34acc987787aaf][T-8049d1a0a02c4625bed891da7af803fa][P-59520ae3ebcc413a9de11b817d462440][P-3a5a7bf43a114504b32c28309953587b][P-1a39ccf3508d4b9088c8143eb32b340c][P-2472059c501f4ad6947ec56f41e6f8e6][P-8c021951864e43d68a29bf7c4ee61435][P-8cc68b6fa35c46c3bdad235d37037063][P-56d5592ed7e747958e7561611c96c23f][T-8292723d642a47798bd20da58ddf07d2]", "updatedAt": "2026-03-19T01:15:55.801229Z" }, { "type": "HISTORY", "text": "Booking Holdings traces its roots to priceline.com Incorporated, which was founded in 1997 by Jay S. Walker; the company later changed its name to The Priceline Group Inc. and then to Booking Holdings Inc. in 2018.[P-8a3ebd64f75c40bda05d70c1a65ee805][https://press.priceline.com/our-story/] Booking.com began in Amsterdam in 1996 as Bookings.nl, and Priceline acquired the business in 2005, a major step in building what became its global online travel portfolio.[https://news.booking.com/our-story/][https://www.sec.gov/Archives/edgar/data/1075531/000110465905033189/a05-12314_1ex99d1.htm]\n\nThe company expanded further through acquisitions including Agoda in 2007, KAYAK in 2013 after announcing the deal in late 2012, and OpenTable in 2014.[https://www.sec.gov/Archives/edgar/data/1075531/000110465907081185/a07-25392_4ex99d1.htm][https://www.sec.gov/Archives/edgar/data/1075531/000110465912076643/a12-26615_3425.htm][https://www.sec.gov/Archives/edgar/data/1075531/000107553113000030/kayakclosing8-k.htm][https://www.sec.gov/Archives/edgar/data/1125914/000110465914045804/a14-15337_1ex99d1.htm] In 2014 it adopted the corporate name The Priceline Group Inc., reflecting its evolution beyond the original Priceline brand, and in 2018 it rebranded again as Booking Holdings Inc.[https://www.sec.gov/Archives/edgar/data/1075531/000110465914045812/a14-15395_1ex99d2.htm][https://www.bookingholdings.com/press-releases/the-priceline-group-inc-nasdaq-pcln-announces-name-change-to-booking-holdings-inc/][P-8a3ebd64f75c40bda05d70c1a65ee805] A notable leadership change came when Glenn Fogel became chief executive officer on January 1, 2017.[https://www.sec.gov/Archives/edgar/data/1075531/000130817917000159/lpcln2017_def14a.htm]\n[P-8a3ebd64f75c40bda05d70c1a65ee805][https://press.priceline.com/our-story/][https://news.booking.com/our-story/][https://www.sec.gov/Archives/edgar/data/1075531/000110465905033189/a05-12314_1ex99d1.htm][https://www.sec.gov/Archives/edgar/data/1075531/000110465907081185/a07-25392_4ex99d1.htm][https://www.sec.gov/Archives/edgar/data/1075531/000110465912076643/a12-26615_3425.htm][https://www.sec.gov/Archives/edgar/data/1075531/000107553113000030/kayakclosing8-k.htm][https://www.sec.gov/Archives/edgar/data/1125914/000110465914045804/a14-15337_1ex99d1.htm][https://www.sec.gov/Archives/edgar/data/1075531/000110465914045812/a14-15395_1ex99d2.htm][https://www.bookingholdings.com/press-releases/the-priceline-group-inc-nasdaq-pcln-announces-name-change-to-booking-holdings-inc/][https://www.sec.gov/Archives/edgar/data/1075531/000130817917000159/lpcln2017_def14a.htm]", "updatedAt": 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