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Digital Marketing Features of the Company Booking.com as Leading internet Tourist Accommodation Reservation System
Kuchechuk L. V., Moiseyenko V. Y.

Kuchechuk, Larysa V., and Moiseyenko, Vladislav Yu. (2023) “Digital Marketing Features of the Company Booking.com as Leading internet Tourist Accommodation Reservation System.” Business Inform 10:427–432.
https://doi.org/10.32983/2222-4459-2023-10-427-432

Section: Management and Marketing

UDC 338.482.2:659.1

Abstract:
Due to the rapid development of technology and the availability of the Internet, many companies, including Booking.com, are actively using digital channels to market and sell their services. The aim of the article is to analyze the digital marketing activities of the Booking.com company. To achieve the goal of the study, general scientific methods were used: analysis, synthesis, deduction, induction, system-based, comparative, experimental and statistical, as well as SWOT analysis. The results of the carried out study show that digital marketing is a powerful instrument for promoting residential properties through an online platform, and Booking.com uses a wide range of special tools, such as targeted advertising, content marketing, social media, email marketing, affiliate marketing, and SEO optimization, to attract customers and increase its competitiveness. A SWOT analysis of the digital marketing tools of the company Booking.com is carried out. The features of the work of the company Booking.com in the Ukrainian market are considered. The traffic to the websites of the Booking.com company and their main competitor – the AirBnb company is analyzed. As a result, it is concluded that the ability of Booking.com to adapt and develop its marketing strategies in accordance with changes in consumer behavior and technological advancements has allowed it to remain competitive in today’s housing booking market.

Keywords: digital marketing, Booking.com, booking accommodation, social media, SEO optimization.

Fig.: 3. Tabl.: 1. Bibl.: 9.

Kuchechuk Larysa V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Country Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Moiseyenko Vladislav Yu. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)

List of references in article

Panasovskyi, M. “Booking.com will provide up to 100% discount on Ukrainians booking accommodation in Europe“. gagadget.com. March 30, 2022. https://gagadget.com/en/113611-bookingcom-will-provide-up-to-100-discount-on-ukrainians-booking-accommodation-in-europe/.
Ofitsiinyi sait kompanii «Booking.com». https://booking.com/
Halligan, B., and Shah, D. Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. John Wiley & Sons, 2014.
Huzenko, S., and Mishchenko, S. “Digital-marketynh: osnovni poniattia ta instrumenty, 2022“ [Digital Marketing: Basic Concepts and Tools, 2022]. https://elit-web.ua/ua/blog/digital-marketing-chto-ehto
Investing.com. https://www.investing.com/pro/NASDAQGS:BKNG
Tkachenko, A. “Digital-marketynh dlia biznesu“ [Digital Marketing for Business]. WEZOM. August 13, 2023. https://wezom.com.ua/ua/blog/digital-marketing-6-preimuschestv-dlja-biznesa
Barker, M. et al. Social media marketing: a strategic approach. Cengage Learning, 2016.
“The number of bookings in Ukrainian hotels“. 2023. https://open4business.com.ua/en/number-of-bookings-in-ukrainian-hotels-in-late-2022-down-by-only-13-compared-to-pre-covid-2019/
SimilarWeb. https://www.similarweb.com/website/booking.com/#demographics

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