Booking Holdings Is Almost as Big as Airbnb in Homes
Summary
Booking.com's homes business is approaching Airbnb's scale in room nights, signaling a shift in the STR landscape. The platform is highly profitable and institutionalized loyalty programs like Genius. As Airbnb expands beyond accommodation with services and a focus on lifestyle, hosts need to understand these evolving platform dynamics to maximize their revenue and visibility.
Key Insights
- •Booking.com's non-hotel volume is roughly 80-85% of Airbnb’s total nights.
- •Booking Holdings had an adjusted operating margin of ~37% in 2025.
Action Items
- ✓Evaluate your listings on Booking.com to ensure they are optimized to take advantage of the Genius program.Effort: mediumImpact: medium
- ✓Consider the impact of Booking.com's Genius loyalty program and Airbnb's emerging loyalty programs on your pricing and channel allocation strategies.Effort: lowImpact: medium
Tools & Resources
- →Booking.com Genius: The article mentions Booking.com's Genius loyalty system.(booking.com)
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Curated by Learn STR by GoStudioM