Booking (BKNG)
Operates Booking.com-led marketplaces for accommodations, flights, ground transport, attractions, and dining.
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Booking Holdings is overwhelmingly an online accommodation marketplace, led by Booking.com. Its smaller travel and restaurant brands broaden where customers enter, while the main platform is becoming a fuller trip shop that handles more payments and adds flights, attractions and ground travel around the room.
Item facts: FY2025 · year ended Dec 31, 2025, from filings, earnings calls and company pages.
Judgment weights, not filed revenue
The band summarizes business focus and direction. ~ marks estimates.
5 in detail · 20 more below
Booking.com
Booking.com's lodging marketplace is the engine, estimated at roughly four-fifths of group revenue. Watch whether direct visits and its own payment handling reduce the cost of bringing travelers back.
Competes with Expedia · online lodging (Expedia Group) · Hotels.com · online lodging (Expedia Group) · Airbnb · home stays (Airbnb)
In plain English
Think of Booking.com as a giant digital front desk connecting travelers with hotels, apartments and other places to stay. Travelers compare choices in one place; property owners gain customers they might not reach alone.
When a stay happens, the hotel or host usually pays Booking.com a commission. In other cases Booking.com collects the traveler's money, passes an agreed amount to the property and keeps its fee. The same checkout is gradually adding flights, cars and attractions, giving travelers more reasons to return for the next part of a trip.
Agoda
Agoda is the smaller Asia-focused travel marketplace, estimated at six to nine percent of group revenue. Its next leg is supplying rooms and trips inside banks' and loyalty programs' own booking sites.
Competes with Trip.com · hotels and flights (Trip.com Group) · Expedia · hotels and flights (Expedia Group)
In plain English
Agoda is the group's Asia-facing travel shop, built mainly around places to stay and supplemented by flights, rides and attractions. Regional travel businesses put their rooms or tickets on its shelves, and travelers choose and book them.
Agoda earns when those suppliers receive a booking, through a commission or the difference between the traveler's price and the supplier's agreed amount. It also houses Rocket Travel by Agoda, which puts the same travel selection inside partners' services, including Bank of America's travel center. That lets Agoda reach customers without requiring every trip to begin on Agoda itself.
Priceline
Priceline is the North America-focused travel shop, estimated at three to five percent of group revenue. It spans rooms, flights, cars, cruises and packages; watch whether its separate storefront keeps travelers coming back.
Competes with Expedia · hotels, flights and cars (Expedia Group) · Hopper · mobile travel booking (Hopper)
In plain English
A North American traveler can use Priceline to assemble most of a trip: a room, plane seat, rental car, cruise, activity or a package combining several pieces. It is a separate storefront drawing from the group's broad pool of travel choices.
Hotels, airlines, cruise lines and car companies gain bookings through the site. Priceline keeps a commission or part of the difference between what the traveler pays and what the supplier receives. Its job is to win shoppers who respond to its own deals and presentation, then sell them more than one part of the journey.
KAYAK
KAYAK compares travel choices and sends shoppers elsewhere to book. A $457 million FY2025 write-down reflected weaker expected cash generation and higher costs to attract users; watch whether each referral stays worth more than the traffic needed to produce it.
Competes with Skyscanner · travel search (Trip.com Group) · trivago · hotel search (Expedia Group)
In plain English
KAYAK is closer to a comparison aisle than a checkout counter. A traveler searches once, sees competing airline, hotel and travel-site choices, and usually leaves KAYAK to finish the purchase with the chosen seller.
The airline, hotel or booking site pays KAYAK for the useful click, while advertisers also pay to appear before people already planning a trip. That model works when the fee from a referral or advertisement exceeds what KAYAK spends bringing the shopper in. Direct travel apps and new question-answering tools make that discovery job harder.
OpenTable
OpenTable is a small recurring software and booking business serving roughly seventy thousand restaurants. Restaurants pay for the operating tools and diner demand; watch restaurant churn and whether deeper links to payment systems make the service harder to replace.
Competes with Resy · restaurant reservations (American Express) · Tock · restaurant reservations (American Express) · SevenRooms · restaurant reservations (DoorDash)
In plain English
The restaurant is the paying customer; the diner is what makes the service valuable. OpenTable gives people a place to discover and reserve a table, while restaurants get a digital reservation book, table plan, guest notes and marketing tools.
Restaurants pay a monthly software fee, additional fees when diners are seated and a slice of prepaid dining experiences. They keep paying when the system fills tables and makes the dining room easier to run. Connections with services such as Square also join reservation, guest and payment information, reducing the amount of manual work at the restaurant.
Booking.comBooking.com's lodging marketplace is the engine, estimated at roughly four-fifths of group revenue. Watch whether direct visits and its own payment handling reduce the cost of bringing travelers back.Booking.com's lodging marketplace is the engine, estimated at roughly four-fifths of group revenue. Watch whether direct visits and its own payment handling reduce the cost of bringing travelers back.
In plain English
Think of Booking.com as a giant digital front desk connecting travelers with hotels, apartments and other places to stay. Travelers compare choices in one place; property owners gain customers they might not reach alone.
When a stay happens, the hotel or host usually pays Booking.com a commission. In other cases Booking.com collects the traveler's money, passes an agreed amount to the property and keeps its fee. The same checkout is gradually adding flights, cars and attractions, giving travelers more reasons to return for the next part of a trip.
Competes with Expedia · online lodging (Expedia Group) · Hotels.com · online lodging (Expedia Group) · Airbnb · home stays (Airbnb)
AgodaAgoda is the smaller Asia-focused travel marketplace, estimated at six to nine percent of group revenue. Its next leg is supplying rooms and trips inside banks' and loyalty programs' own booking sites.Agoda is the smaller Asia-focused travel marketplace, estimated at six to nine percent of group revenue. Its next leg is supplying rooms and trips inside banks' and loyalty programs' own booking sites.
In plain English
Agoda is the group's Asia-facing travel shop, built mainly around places to stay and supplemented by flights, rides and attractions. Regional travel businesses put their rooms or tickets on its shelves, and travelers choose and book them.
Agoda earns when those suppliers receive a booking, through a commission or the difference between the traveler's price and the supplier's agreed amount. It also houses Rocket Travel by Agoda, which puts the same travel selection inside partners' services, including Bank of America's travel center. That lets Agoda reach customers without requiring every trip to begin on Agoda itself.
Competes with Trip.com · hotels and flights (Trip.com Group) · Expedia · hotels and flights (Expedia Group)
PricelinePriceline is the North America-focused travel shop, estimated at three to five percent of group revenue. It spans rooms, flights, cars, cruises and packages; watch whether its separate storefront keeps travelers coming back.Priceline is the North America-focused travel shop, estimated at three to five percent of group revenue. It spans rooms, flights, cars, cruises and packages; watch whether its separate storefront keeps travelers coming back.
In plain English
A North American traveler can use Priceline to assemble most of a trip: a room, plane seat, rental car, cruise, activity or a package combining several pieces. It is a separate storefront drawing from the group's broad pool of travel choices.
Hotels, airlines, cruise lines and car companies gain bookings through the site. Priceline keeps a commission or part of the difference between what the traveler pays and what the supplier receives. Its job is to win shoppers who respond to its own deals and presentation, then sell them more than one part of the journey.
Competes with Expedia · hotels, flights and cars (Expedia Group) · Hopper · mobile travel booking (Hopper)
KAYAKKAYAK compares travel choices and sends shoppers elsewhere to book. A $457 million FY2025 write-down reflected weaker expected cash generation and higher costs to attract users; watch whether each referral stays worth more than the traffic needed to produce it.KAYAK compares travel choices and sends shoppers elsewhere to book. A $457 million FY2025 write-down reflected weaker expected cash generation and higher costs to attract users; watch whether each referral stays worth more than the traffic needed to produce it.
In plain English
KAYAK is closer to a comparison aisle than a checkout counter. A traveler searches once, sees competing airline, hotel and travel-site choices, and usually leaves KAYAK to finish the purchase with the chosen seller.
The airline, hotel or booking site pays KAYAK for the useful click, while advertisers also pay to appear before people already planning a trip. That model works when the fee from a referral or advertisement exceeds what KAYAK spends bringing the shopper in. Direct travel apps and new question-answering tools make that discovery job harder.
Competes with Skyscanner · travel search (Trip.com Group) · trivago · hotel search (Expedia Group)
OpenTableOpenTable is a small recurring software and booking business serving roughly seventy thousand restaurants. Restaurants pay for the operating tools and diner demand; watch restaurant churn and whether deeper links to payment systems make the service harder to replace.OpenTable is a small recurring software and booking business serving roughly seventy thousand restaurants. Restaurants pay for the operating tools and diner demand; watch restaurant churn and whether deeper links to payment systems make the service harder to replace.
In plain English
The restaurant is the paying customer; the diner is what makes the service valuable. OpenTable gives people a place to discover and reserve a table, while restaurants get a digital reservation book, table plan, guest notes and marketing tools.
Restaurants pay a monthly software fee, additional fees when diners are seated and a slice of prepaid dining experiences. They keep paying when the system fills tables and makes the dining room easier to run. Connections with services such as Square also join reservation, guest and payment information, reducing the amount of manual work at the restaurant.
Competes with Resy · restaurant reservations (American Express) · Tock · restaurant reservations (American Express) · SevenRooms · restaurant reservations (DoorDash)
Named in filings, launches and programs
- GeniusEcosystemBooking.com's loyalty levels covered a high-fifties share of its room nights by Q2 FY2026, helping bring travelers back directly.
- Connected TripEcosystem · RampingJoins lodging, flights, cars, attractions and payment in one trip; its Booking.com transaction share reached low double digits by Q2 FY2026.
- Merchant Payments PlatformPlatform · RampingBooking.com collected traveler payment for 73% of its Q2 FY2026 booking value, gaining control while taking on payment, fraud and service costs.
- Booking.com Alternative AccommodationsProduct lineHomes, apartments and other non-hotel stays supplied 37% of Booking.com's room nights in Q2 FY2026.
- Booking.com FlightsProduct line · RampingBooking.com offers flights in more than 55 markets; group ticket growth slowed from 37% in FY2025 to 4% in Q2 FY2026.
- Booking.com AttractionsProduct line · RampingTours and activities grew tickets nearly 80% in FY2025, an eye-catching rate from a small starting point.
- Booking.com Ground TransportationProduct lineRental cars and other ground options add another bookable piece around the accommodation stay.
- Booking.com AI Trip PlannerProductSoftware inside Booking.com suggests destinations and itineraries from a traveler's written questions.
- PennyProductPriceline's question-and-answer assistant helps travelers research and shop for a trip in conversation.
- KAYAK.aiProduct · Pre-revenueKAYAK's testing space for question-and-answer travel search, not a separately paying business today.
- OpenTable AI ConciergeProductA conversational guide that helps diners discover restaurants and reserve a table within OpenTable.
- Rocket Travel by AgodaServicePuts Agoda travel choices inside partners' services and powers Bank of America's Travel Center.
- Etraveli Group flight partnershipEcosystemSupplies Booking.com's flight technology under an eight-year extension announced in 2025; payment and booking volume were not disclosed.
- Air India co-branded booking portalCustomer programA Booking.com lodging portal for Air India travelers and loyalty members; term and value were not disclosed.
- FareHarborBrandBooking and management software for tour and activity operators.
- RocketmilesBrandA current group brand whose precise customer offer is not clear enough to describe further.
- HotelsCombinedBrandKAYAK's accommodation and broader travel-comparison brand.
- CheapflightsBrandKAYAK's flight-search and comparison brand.
- momondoBrandKAYAK's flight and wider travel-search brand.
- Unified B2B unitService · RampingAgoda's leader is combining travel inventory sold through other companies across Booking.com, Agoda and Priceline; contract values remain undisclosed.
GeniusEcosystem
Booking.com's loyalty levels covered a high-fifties share of its room nights by Q2 FY2026, helping bring travelers back directly.
Connected TripEcosystem · Ramping
Joins lodging, flights, cars, attractions and payment in one trip; its Booking.com transaction share reached low double digits by Q2 FY2026.
Merchant Payments PlatformPlatform · Ramping
Booking.com collected traveler payment for 73% of its Q2 FY2026 booking value, gaining control while taking on payment, fraud and service costs.
Booking.com Alternative AccommodationsProduct line
Homes, apartments and other non-hotel stays supplied 37% of Booking.com's room nights in Q2 FY2026.
Booking.com FlightsProduct line · Ramping
Booking.com offers flights in more than 55 markets; group ticket growth slowed from 37% in FY2025 to 4% in Q2 FY2026.
Booking.com AttractionsProduct line · Ramping
Tours and activities grew tickets nearly 80% in FY2025, an eye-catching rate from a small starting point.
Booking.com Ground TransportationProduct line
Rental cars and other ground options add another bookable piece around the accommodation stay.
Booking.com AI Trip PlannerProduct
Software inside Booking.com suggests destinations and itineraries from a traveler's written questions.
PennyProduct
Priceline's question-and-answer assistant helps travelers research and shop for a trip in conversation.
KAYAK.aiProduct · Pre-revenue
KAYAK's testing space for question-and-answer travel search, not a separately paying business today.
OpenTable AI ConciergeProduct
A conversational guide that helps diners discover restaurants and reserve a table within OpenTable.
Rocket Travel by AgodaService
Puts Agoda travel choices inside partners' services and powers Bank of America's Travel Center.
Etraveli Group flight partnershipEcosystem
Supplies Booking.com's flight technology under an eight-year extension announced in 2025; payment and booking volume were not disclosed.
Air India co-branded booking portalCustomer program
A Booking.com lodging portal for Air India travelers and loyalty members; term and value were not disclosed.
FareHarborBrand
Booking and management software for tour and activity operators.
RocketmilesBrand
A current group brand whose precise customer offer is not clear enough to describe further.
HotelsCombinedBrand
KAYAK's accommodation and broader travel-comparison brand.
CheapflightsBrand
KAYAK's flight-search and comparison brand.
momondoBrand
KAYAK's flight and wider travel-search brand.
Unified B2B unitService · Ramping
Agoda's leader is combining travel inventory sold through other companies across Booking.com, Agoda and Priceline; contract values remain undisclosed.