Among the top three travel portals, the hotel-booking-only booking.com outspent other all-in-one competitors in 2013. Booking.com represents a huge success for vertical websites, proving that specialization can yield return.
Booking.com relies heavily on sponsored search (mostly on Google). According to unofficial sources in the reference articles (attached below), their secret source is high conversion rate through highly intelligent and personalized landing pages. When the sponsor link is clicked, Booking.com will analyze the geographical location of the incoming IP and convert the language (41 embedded), currency and reviews to viewer's likely preference. The viewer can easy notice the timing of the last purchase at the hotel and the number of remaining rooms available. In addition, the system will also pull out nearby hotels which previous viewers had also browsed. The conversion does not end here. Should a viewer not make purchase on the spot, they are set to receive weekly updates on the hotels they viewed.
Reference:
https://econsultancy.com/blog/64840-booking-com-the-most-persuasive-selling-page-in-the-world#i.i03p9tclycvzqn
http://skift.com/2012/06/25/how-booking-com-conquered-world/
http://searchengineland.com/pricelines-booking-com-surprises-top-adwords-impression-earner-among-12000-us-travel-advertisers-2013-192587
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