Marketing Strategy of Booking.com

Marketing report and
strategy for Booking
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EXECUTIVE SUMMARY
This report presents about the marketing strategy of Booking.com and the various marketing
tools and techniques that are used to capture the target audience of the company. It promotes its
services mostly through digital and e-commerce marketing channels like search engine
optimization, customized website, social media applications and internet ads in order to
capitalize and attract potential customers belonging to generation Z. Besides, it has been
discussed about effective marketing communication strategy that can be used by company in
future to target generation Z.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
PART 1............................................................................................................................................4
PART 2............................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Marketing communication tools are used to promote the products and services of the
company to attract the consumers to influence their purchasing decision. They shall generate
awareness of the brand and positively publicize it in the minds of the people. The project report
shall be highlighting the various marketing communication tools that are used by booking.com as
part of their marketing strategy. It shall also reflect the strengths and weaknesses that such tools
pose on the company and its performance.
MAIN BODY
PART 1
Background of Booking.com
Booking.com is a Dutch online travel booking company which was established in 1996
and is headquartered in Amsterdam. It is one of the leading digital travel and tourism company
which offers the services of lodging the bookings and reservations prior to travelling (About
Booking.com, 2021). The company ensures that its customers should have a seamless experience
during the travel and make their journey easy and convenient. It has been offering the
accommodation, car rental and ticketing services to its customers via online channels. The
company caters to the various customers across different countries and offers them quality
services to meet their needs and expectations.
Marketing communication tools
Booking.com conducts aggressive marketing of its services through various communication
tools that helps in generating brand awareness and positioning in the market. It is an online brand
and so mostly uses the various digitalized channels in order to implement its marketing strategy
to capture the target market. Some majorly used marketing tools are:-
Paid advertisements- Booking.com is one of the highest spenders in terms of doing paid form of
advertisements through various social media applications like the Facebook, You Tube,
Instagram, Twitter etc. It is also indulged in TV advertisements, website banner ads which helps
in driving the attention of customer at large (Borges-Tiago and et.al., 2021).
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