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398 posts

Hotel marketing and distribution: direct booking, digital strategy, branding and guest acquisition for hospitality businesses.

Executive in a suit sits atop a large pile of cash in a modern office, with a screen showing merchant funds at $8.2B in the background.
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  • 4 min

Booking’s commission is the cheapest thing it takes from you

  • 10minhotel.com
  • 6 August 2026
Pull up your last Booking payout. Not the reservation report — the payout. Find the date the guest checked out, then find the date the money landed in your account. Somewhere in that gap sits your own revenue, working for somebody else. You negotiated the commission. You remember the conversation: the rate, the market, what the account manager could and couldn't do, the three points it went up the year you joined Preferred. You did not negotiate the gap. It arrived with the payment settings. What the filings show Booking Holdings reports its revenue in two buckets, and the difference between them is precisely the question of who holds your guest's money. Agency is the old arrangement. The guest pays you at the property; you pay commission afterward, on an invoice, at the end of the month. Merchant is the new one. Booking takes the card, holds the funds, and sends you a payout with everything it is owed already subtracted. For the first quarter of 2026, merchant revenue came in at $3.70 billion, up 26.7% on the year. Agency revenue was $1.53 billion — down 2.3%. Merchant was 61.3% of total revenue a year ago and is 66.8% now. Merchant bookings now account for roughly 72% of everything booked across the group, a mix that moved five percentage points in twelve months. Read those two lines side by side. One is growing more than 25% a year. The other is shrinking in absolute dollars. This isn't a fee bolted onto the old arrangement — the old arrangement is being retired, and Booking is reporting the progress to its shareholders every ninety days. The eight billion The number that makes it concrete sits further down the same filing. Deferred merchant bookings at March 31, 2026: $8.2 billion. The same line a year earlier read $6.9 billion. Booking's own description of what it is — money collected from travelers before the company has finished its obligations, made up principally of amounts it estimates are payable to travel providers. Payable to providers. That is your money, and you are the provider. On the April earnings call the finance chief translated it into cash. Of roughly $3.1 billion in free cash flow that quarter, about $1.9 billion came from changes in working capital, driven mainly by that balance climbing. The balance climbs seasonally, because it climbs with bookings. Which means it peaks in the same weeks your payroll peaks, your seasonal hires start, and your suppliers want paying. The fee for all this is the least interesting part of it. Booking's own partner documentation doesn't publish a single rate — the charge depends on your payout method and your country, and covers the payment processor, the card networks and interchange. Third-party guides put the range somewhere between 1.1% and 3.1%, which is their figure and not Booking's. Set against the commission on the same booking, it's rounding. The fee was never the story. The calendar is. Booking's published payout options run daily —
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Woman in an orange swimsuit leaning on a large blue-and-white striped pool float by a pool, surrounded by tropical plants.
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  • 7 min

The attention crisis and the rise of influencer marketing

  • 6 August 2026
Why trust is becoming brands' new competitive advantage This newsletter is sponsored by SARAL, the platform that helps brands build and manage …
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  • 1 min

Expedia B2B Is Mostly Hotels, But It Wants a One-Stop Shop

  • Dennis Schaal
  • 6 August 2026
There were several questions for Expedia Group officials during its second quarter earnings call Wednesday about competition in the B2B space, where it is the leading player, as Booking Holdings…
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  • 3 min

Expedia and Booking.com Allow Improved Listing Rankings for Increased Commission Payments, Impacting Hotel Visibility

  • Automatic
  • 3 August 2026
💸 August 3, 2026: Expedia and Booking.com offer visibility tools that boost listing rankings through higher commissions. Expedia’s Accelerator and Booking’s Visibility Booster allow property owners to pay more to improve search results, with a pay-per-stay model on Expedia. Booking’s Preferred Partner requires a commission premium, a top 30% partner status, and a review score of 7+, offering up to 65% more page views. Italy's regulator scrutinized these practices in 2024 and launched another probe in 2026.
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Airbnb Adds Thousands of Independent Hotels, Offers 15% Guest Credit Toward Home Bookings in New App Expansion

  • Automatic
  • 31 July 2026
🏨 July 31, 2026, Airbnb expanded its app to include thousands of independent hotels across 20 cities, following its May Summer Release. Hotel bookings made in the app offer guests up to 15% credit towards a future Airbnb home stay. Hotels are selected by Airbnb based on location, design, and hospitality. This approach positions Airbnb as an all-in-one travel app, aiming to capture every aspect of a traveler's journey, while hotels are curated to complement this strategy.
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Close-up of glossy 3D app icons (Instagram, Twitter, Netflix, TikTok, Discord, Spotify) on a black cube surface, centered.
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  • 3 min

Hospitality Social Media Summit Highlights Social Media's Expanded Role Beyond Marketing in Industry Operations

  • Lewis Catchpole
  • 30 July 2026
📱 On September 3-4, 2026, the Hospitality Social Media Summit will take place at Chicago Booth School of Business in London, aiming to educate leaders on integrating social media with revenue, service, and loyalty. Former IHG Global Director Whitney Reynolds highlights social media's evolution into a business-wide layer. Delegates can join the two-day programme and six-month development. Kordie® offers training for new hospitality roles, leveraging AI and expert insights.
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  • 3 min

TikTok Introduces Mini Dramas for Brands, Projecting $1.3 Billion in US Microdrama Revenue by 2025

  • 30 July 2026
📹 TikTok just launched "Mini Dramas" in the US, allowing brands to create episodic content with revenue sharing. This burgeoning format, akin to China's microdramas, is projected to generate $1.3 billion by 2025. Currently, 2.2M to 5M viewers are expected this year. P&G's 55-episode series showcases the potential. Meanwhile, Kalshi leverages AI-generated anime to bypass costly stadium ads, collaborating with Jake Wang's popular sports videos. This creative marketing shift highlights digital platforms' dominance.
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  • 5 min

Effective Strategies for Managing Unsolicited Google Ads Contacts and Maximizing Benefits from Direct Google Representatives

  • Tristan Theron
  • 29 July 2026
📞 Recurring unsolicited calls and emails from Google Ads reps often cause stress. Avoid sharing account details with unknown contacts. Differentiate between direct Google employees and partner-affiliated reps by scrutinizing email domains and signatures. During kickoff calls, set clear agendas and request data-backed recommendations. Use Google reps for escalation, market insights, and beta features. Maintain productive relationships; reps may change frequently. Consider professional management for Google Ads campaigns to enhance ROI.
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Line chart titled 'Booking Holdings Earnings Calls: Trend Analysis of Key Structural Terms (2019–2026)' comparing Connected Trip (blue) and Generative AI (teal) counts per transcript over quarterly timeline; Generative AI stays near zero until 2023 and then rises steeply toward 2026, while Connected Trip fluctuates between roughly 5 and 25.
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  • 4 min

Booking Holdings Faces Challenges in Realizing "Connected Trip" Vision Amid Antitrust Issues and AI Competition

  • 10minhotel.com
  • 27 July 2026
🗺️ In 2019, Booking Holdings CEO Glenn Fogel introduced the "connected trip" strategy. By 2023, Booking Holdings' operations face challenges: its attempted $1.6 billion acquisition of Etraveli was blocked by the EU over antitrust concerns. Booking's business shifted from a 27% merchant mix in 2019 to 70% recently. The company's grand vision is hindered by technical, legal, and financial challenges, while AI developments threaten its relevance. Booking must adapt or risk losing control over coordinating end-to-end travel services.
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  • 5 min

Hotels Must Differentiate Wholesale Bookings to Maximize Revenue: Reach vs. Already Captured Guests

  • Automatic
  • 27 July 2026
📊 Jul 27, 2026, by Markus Busch. Wholesale room-nights appear as occupancy wins, but discerning between unreachable guests and those who would book directly is crucial. Effective use of wholesale channels means targeting markets and dates you can't reach independently, ensuring bookings are truly incremental. Ring-fencing, opaque pricing, and dynamic channel management are key strategies. Identifying if a booking is genuinely incremental or substitutive is essential to avoid subsidizing unnecessary discounts. Evaluate data quarterly to refine strategies.
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