The rise in demand for alternative accommodation on Booking.com’s platform was the dominant finding in the company’s 2024 results.
It was precisely this subject that drew the attention of stock analysts during Booking Holdings’ fourth quarter and, by extension, all of 2024 results conference call.
In a note to partner properties, Booking.com noted the following:
“Taking a look back at 2024, it is clear that it was a year of exciting growth and significant achievements.
Catch up on the highlights from Booking Holdings’ Q4 2024 earnings conference call, with a focus on the booming alternative lodging segment, the Genius rewards program and how marketing strategies are bringing more guests to your door.
A stronger industry prepares you for more growth
2024 was a very important year for us and Q4 in particular contributed greatly to our overall success. So, we move into 2025 with an optimistic outlook for the travel industry. The 13% year-on-year growth in overnight stays exceeded our expectations, with all key regions showing double-digit growth.
Our gross bookings grew by 10% for the full year, demonstrating a strong and growing travel industry.
We are investing in marketing to ensure that industry profits benefit you directly. Social media has become an important channel for us, leading to a gradual return on investment and enhancing our brand presence. The combination of overnight stays from direct channels is now between 50% and 60%, and our mobile app remains the most important platform. To increase bookings through the app, offer mobile rates to take maximum advantage of visitor preferences.
If you want to boost the marketing of your accommodation, learn how you can leverage your Traveller Review Awards 2025 to attract more visitors and leverage new marketing channels to increase bookings.
Holiday homes and alternative accommodation continue to grow
Another key trend highlighted during Booking Holdings’ Q4 earnings conference call was the rise of alternative accommodation. Alternative accommodation – such as holiday homes or other non-traditional accommodation – was a key growth area for us, with bookings reaching 7.9 million by the end of Q4, an 8% increase year-on-year.
More listings mean more accommodation options for travellers, contributing to a significant 19% increase in overnight stays in alternative accommodation in Q4. Whether your accommodation is alternative or not, the variety of options available on our platform means more visibility and opportunities to attract visitors.
Want to secure premium positions in search results across our entire network? Booking Network Sponsored Ads are a great way to stand out from the competition and attract even more attention to your property.
Genius rewards lead to more travel
The Genius rewards program continues to boost customer loyalty and direct bookings. In 2024, over 30% of our active travellers were at Genius 2 and 3 levels, with bookings representing over 50% of our overnight stays.
Genius members book more frequently and show higher booking rates across all of our platform products, including car rentals, flights and attractions. We continue to add more Genius benefits and have seen a steady increase in the share of transactions across all of our platform products by Genius members. By integrating flights, accommodation, and other travel products, we’re creating a seamless travel experience that encourages travelers to book more.
You can join the Genius program to resonate with these repeat visitors and to attract high-value travelers interested in booking on our platform’s various products.
A look at 2025
As 2024 has officially come to an end, it is time to look ahead to next year. Discover our predictions for 2025 and learn about the trends and data shaping travel. And as always, we’re committed to creating even stronger partnerships with you, and more great experiences for travellers.”
