Digital Marketing Features of the Company Booking.com as Leading internet Tourist Accommodation Reservation System

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.