Booking.com
Online travel agency for hotel and accommodation bookings.
Booking.com at a glance
Booking.com is a travel website and one of the most visited sites in United States, currently ranked #57 in the country. It was founded in 1996 by Geert-Jan Bruinsma and is headquartered in Norwalk, Connecticut, United States. Today Booking.com is owned by Booking Holdings Inc.. Our estimates put its audience at ≈ 500 million visits per month. The business earns money mainly through commission on bookings, advertising. Its closest rivals include expedia.com, airbnb.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 470 million / month | +2% |
| Q2 | ≈ 485 million / month | +3% |
| Q3 | ≈ 500 million / month | +3% |
| Q4 | ≈ 530 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 150 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| booking.com | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in United States
Company information
- Website
- booking.com
- Sector
- Travel
- Owner
- Booking Holdings Inc.
- Owner type
- Subsidiary
- Founders
- Geert-Jan Bruinsma
- Founded
- 1996
- Headquarters
- Norwalk, Connecticut, United States
- Employees
- 21,000+
- Ownership
- Booking Holdings Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $21B annual revenue (Booking Holdings)
- Languages
- English and 40+ languages
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $21B annual revenue (Booking Holdings)
- Ownership
- Subsidiary
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Booking.com operates a travel booking platform focused on United States. Online travel agency for hotel and accommodation bookings. Revenue comes mainly from commission on bookings, supported by the other lines listed below.
- Commission on bookings
- Advertising
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #57 in this index
- Sector rank
- Leading travel site in United States
- Global rank
- 44
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| expedia.com | ≈ 300 million / month | #58 class competitor | — |
| airbnb.com | ≈ 225 million / month | #59 class competitor | — |
What is Booking.com?
Booking.com (booking.com) is a travel booking platform serving users in United States. Online travel agency for hotel and accommodation bookings. It ranks #57 among the most visited websites in the country in this index, within the travel category.
Who owns Booking.com?
The site is operated by Booking Holdings Inc., founded by Geert-Jan Bruinsma. The company was established in 1996 and is headquartered in Norwalk, Connecticut, United States. It employs around 21,000+.
Traffic and audience
Traffic estimates place Booking.com at roughly 500 million visits per month, about 16.7 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How Booking.com makes money
Revenue comes primarily from commission on bookings, alongside advertising.
Competitors in United States
Its closest rivals include expedia.com, airbnb.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1996
Booking.com is founded in Norwalk, Connecticut, United States.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #57 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns Booking.com?
Booking.com is operated by Booking Holdings Inc.. Subsidiary structure, based on public filings and press reporting.
Where is Booking.com headquartered?
Booking.com is headquartered in Norwalk, Connecticut, United States.
When was Booking.com founded?
Booking.com was founded in 1996 by Geert-Jan Bruinsma.
How many employees does Booking.com have?
Booking.com employs approximately 21,000+ people.
What is Booking.com's revenue?
Booking.com's revenue: ≈ $21B annual revenue (Booking Holdings).
Who are Booking.com's competitors?
Main competitors in United States include expedia.com, airbnb.com.
How does Booking.com make money?
Mainly commission on bookings, advertising.
Is Booking.com publicly traded?
No — Booking.com is not listed as an independent public company; it is operated by Booking Holdings Inc..
How many visitors does Booking.com get?
Third-party estimates place Booking.com at roughly 500 million visits per month, mostly from United States, with 71% mobile traffic.
Is Booking.com safe?
Booking.com is an established travel site founded in 1996 and ranked #57 in United States; use the official domain booking.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsbooking.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos