Its not only because of Booking.com that changed the way OTA marketed hotels, although that was impressive, its also because they advertise better and spend more, and have more user friendly software and booking systems.
Their Google Adword spend was USD533 million in the 3rd quarter of 2013, up from USD375 million the year before and off line was up almost 500% – to US8.4 million to USD40 million.
The Booking.com ad is fun and inspiring and now on TV in 40 countries around the globe.
Perhaps the biggest plus for the company is its lifestyle. Employees are empowered to make decision and feel part of an excising company that is making a difference.
Perhaps all that is why Priceline CEO and president Jeff Boyd has handed over control of the company to Booking.com boss Darren Huston. Boyd will remain chairman and Huston retains his role as Booking.com CEO.