Why Booking.com Suddenly Sounds More Confident Than Airbnb (and Vrbo)
Summary
Booking.com is showing strong growth in the short-term rental market, especially in the US, due to its multi-vertical travel ecosystem, loyal guest base, and diversification. Hosts should consider diversifying their distribution channels to include Booking.com to tap into this growing platform and its loyal guest base.
Key Insights
- •Booking.com's alternative accommodation (AA) listings reached 8.6 million in Q3 2025, growing ~10% YoY, and AA room nights once again outpaced total room night growth.
- •Booking.com is investing aggressively in U.S. creative marketing, including Super Bowl campaigns and strategic sports placements, which is coinciding with shorter stays becoming the norm and increased price sensitivity among travelers.
- •Booking.com's Genius program (levels 2 and 3) accounts for more than 50% of room nights, indicating a strong loyal guest base that books more frequently, cancels less, and spends more.
Action Items
- ✓For professional managers who want channel diversification, consider adding Booking.com to your distribution strategy.Effort: lowImpact: medium
Tools & Resources
- →Booking.com: Booking.com's multi-vertical travel ecosystem.
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