How did Booking quietly become a flight powerhouse?
Despite the EU blocking their acquisition of Etraveli, Booking didn’t slow down. Instead, they deepened their partnership—and now, they’re booking more flights than Expedia.
This didn’t happen overnight. It’s the result of smart, behind-the-scenes moves:
– Leveraging Etraveli’s flight tech and ticketing infrastructure
– Skipping the old “OTA classic” playbook—no flashy dynamic packaging, no big in-house marketing
– Relying on metasearch and Booking’s own homepage traffic to drive conversions
– And navigating complex airline restrictions with some very clever distribution strategies
The airlines probably didn’t see it coming—and many still don’t.
It’s a reminder that dominance doesn’t always start loud. Sometimes, it’s the “tyranny of small steps” that changes everything.
Impressed. Curious. And watching closely.
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