Booking.com, a off-shoot hotel booking platform of Booking Holdings, broke with its accommodations-only tradition, back in mid-2017. After that, restaurants, car rentals, and flights tabs appeared on the platform's homepage.
It was seemingly crystal clear that after years of focusing on hotels and alternative accommodations, Booking.com would be branching out — Expedia-like — into becoming a full-service online travel agency.
Asked about the initiative nine months later, in April of this year, CEO Glenn Fogel confirmed the direction that Booking Holdings’ biggest and most important brand was taking.
“That’s what we are driving to, yes,” Fogel said. “What I would say, again, is what we are trying to create is a wholistic system that solves all issues of the trip.”
But, then he added a kicker, which seemed like a routine disclaimer at the time.
“I can’t give you a timetable, but I will say, we are on that road,” Fogel said.
Fast forward to the present — 17 months since that first hint of a more comprehensive approach went live — and from outward appearances Booking.com doesn’t appear to really have made much progress.
What you see on the Booking.com homepage at one moment might be gone the next; or it will appear differently on another browser, device, or in a different country.
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