Booking.com has taken Europe by storm, and is now making inroads into the US. Studies show that over 50% of all hotel nights booked in Europe are booked through booking.com.

This level of market consolidation has been a bonanza for independent hotels. Without any brand recognition, booking.com has become the ideal digital marketplace to promote and sell their rooms to guests from all over the World.

Booking.com’s has been able to create a formidable marketplace with a large amount of inventory (many consumers consider that “all hotels are on booking.com, at least all that matter”), it does not take payments upfront, and booking.com’s increased focus on user reviews provides a one-stop-shop for consumers.

Read the full article at GuestCentric Systems