Booking Holdings

Airbnb's fourth quarter financials show it is 10 times larger than Tripadvisor. They also provide clarity that Booking Holdings has a long way to go to catch Airbnb in short-term rental businesses. Airbnb's growing marketing spend in 2019 likely means that Google will have a welcome new partner in coming years.

Whether building tours and activities or vacation rentals, acquiring companies soon find out that this stuff isn't as easy as it looked. From confidential internal documents obtained by Skift, it's clear Booking.com found out that scaling experiences on its own wouldn't be a cakewalk, and it's turning to Musement to kick off a preferred partnership strategy instead.

It's hard to know whether greater transparency will benefit or hinder these short-term rental platforms. Might lawmakers use the information as a stick to wield over the industry?

Could investors be whispering in Glenn Fogel's ears that what's good for Barry Diller's Expedia Group might be beneficial for Booking Holdings as well? Booking Holdings is usually a first mover in such online travel initiatives, but in this case, when it comes to cost cutting, it appears as though Booking Holdings heard the rumblings emanating from Expedia Group's Seattle headquarters.

The short-term rental ecosystem is getting bigger, which means many winners are set to emerge from the pack. Expect further brand-driven professionalization, more outside investment, and vendor consolidation. Those getting on board will benefit, but is a backlash in the cards?

There's a ton of pressure on Booking.com's new chief marketing officer, especially given the fact that his boss said a few months ago that the brand's creative hasn't been up to par. The company wants to lean into brand marketing, but that means there has to be some stellar advertising to lean into. See the challenge?

Trivago CEO Axel Hefer said the company will focus on those things it can control. But the issue for Trivago and some competitors is that there is so much they can't control, including Google's incursions, the rise of Airbnb, and the whims of major online travel agency advertisers when they cut their metasearch spend.

Online booking sites still treat potential customers with disdain using manipulative marketing tactics. As airlines and hotel chains have adopted these methods, it calls into question what a world without them would really look like. Google offers a hint.

Online travel companies have faced intense regulatory scrutiny almost since the first days of internet bookings. But "you've got mail" these days is less likely to be a cheery email notification than a demand for court appearances and audits.

Airlines, hotels, and booking sites have divergent reasons for leaning into or out of TV advertising. Attracting more direct bookers is always a goal, but sometimes competitive reasons, or the emergence of new platforms, skew the TV budgets.