BKNG 10-K & 10-Q changes, risk factors and insider trading
Booking Holdings Inc. · Nasdaq · Transportation Services · CIK 1075531 · All filings on SEC.gov
At a glance
What changed in the latest 10-K
Risk Factors
Removed heading “Risk Factors Summary”
Removed heading “Industry and Business Risks”
Removed heading “Information Security, Cybersecurity, and Data Privacy Risks”
Removed heading “Legal, Regulatory, Compliance, and Reputational Risks”
Removed heading “Financial Risks”
Largest changes
Compliance withsee in full comparisonthe legalrequirements of multiple jurisdictions increases our cost of doing business.TheseGloballawslaws, regulations, andregulations,changing social, political and public policies, which sometimes conflict,includeimpact a wide range of subjects, including theU.S.digitalForeignmarketplaceCorrupt Practices Act, the UK Bribery Act, the DSAregulations, andDMA, and locallaws prohibiting corrupt payments to governmental officials or third parties, data privacy requirements, emerging regulations governing the development, marketing, and use of AI, labor relations laws, non-discrimination, human rights or anti-human trafficking laws, tax laws,anti-trust orcompetition laws,U.S.,exportEU, or U.N.controls, sanctioned country or sanctioned persons mandates, sustainability, and consumer protection laws. Violations of these laws and regulations have resulted and in the future could result in fines, penalties, and criminal sanctions against us, our officers, or our employees and prohibitions on how or where we conduct business. In certain jurisdictions the basis of assessing damages is changing, which may make it difficult to estimate what such fines and penalties would amount to if successfully asserted against us. Violations could delay or prevent potential acquisitions and could materially damage our reputation, brands, global expansion efforts, ability to attract and retain employees and business partners, business, and operating results. Even if we comply with these laws and regulations, doing business in certain jurisdictions or violations of these laws and regulations by the parties with which we conduct business could harm our reputation and brands, which could adversely affect our results ofoperationsoperations.andWestockcouldprice.also face difficulties transferring funds from or converting currencies in certain countries. In addition, if these restrictions are not applicable to competitors, it may provide them a competitive advantage.Additionally, our employees in certain countries in Europe are represented by works councils and/or trade unions. We are required to consult with works councils on certain matters such as restructurings (such as our Transformation Program), acquisitions and divestitures, and other matters that could impact our labor force. Consultation may not be completed on terms satisfactory to us and could result in increases in our cost of labor, diversion of management's attention away from operating our business, delays in certain initiatives, and expose us to claims and litigation. We are also subject to a variety of other regulatory, legal, and public policy risks and challenges in managing an organization operating in various countries, including:
“Competition and consumer-law-related investigations, legislation, judgments, or issues have in the past resulted in and could in the future result in private litigation. We are currently involved in such litigation and aware of such potential litigation. For example, a Dutch consumer group has filed a claim against Booking.com relating to the historical use of contractual parity provisions, as well as allegations that Booking.com and Agoda employed misleading practices, and we are aware of similar efforts to pursue potential claims in other jurisdictions. …”see in full comparison
We are subject to competition and consumer protection laws and regulations around the world. These laws and regulations evolve, and their interpretation, application, and enforcement can also change, be unpredictable, or be affected by changing political or social pressures. As we expand our business into new areas, including building the Connected Tripsee in full comparisonvision,vision and integrating Gen AI into our offerings, we may become subject to additional laws and regulations. We have been the subject of investigations or inquiries by national competition authorities ("NCAsCompetition Authorities") and other governmentalauthorities.authorities regarding competition law matters, consumer protection issues, and other areas. For example, we are involved in investigations related to whether certain of Booking.com'scontractual parityarrangements with accommodation providers areanti-competitiveanti-competitive,becauseincludingtheywithrequire partnersrespect toprovideissuesBooking.comlikewithcontractualrates,parity,conditions,pricingandtoolsavailabilityorat least as favorable as thoseprograms offered toother OTCspartners, orbythepartnerrankingitself.criteriaIn July 2024, the Comisión Nacional de los Mercados y la Competencia (the "CNMC")used inSpaindisplayingnotified Booking.com of its decisionresults toimposeconsumers.aSeefineNoteand16 torestrictour Consolidated Financial Statements for information regarding certainbusinesslegalpractices based on the allegation that certain practices by Booking.com may produce adverse effects for hotels and other OTCs. Booking.com does not agree with the rationale statedproceedings inthewhichdecisionweandare involved. To resolve certain of therestrictionsproceedingsimposed,orandinvestigationshaswefiledhaveanbeenappeal.orInareSeptemberinvolved2017 the Swiss Price Surveillance Office opened an investigation that may require Booking.com to reduce its commissions in Switzerland. To resolve and close certain of these investigations,in, we have made commitments regarding future business practices oractivities,activitiessuchincludingas agreeingrelated tonarrow the scope ofour parityarrangements.arrangements,Whilethe information webelieveprovidethatabout our search results ranking, and how wearedisplaycomplyingprices,withdiscounts,theandcommitmentspopularity and availability statements. Though we havemade,taken steps to comply with such commitments, investigating authorities or third parties maydetermineassertotherwisethat our measures are insufficient anddecide tomay pursuelegalfurther actionto compel complianceor seek other remedies. We cooperate with regulators butweare unable to predict what, if any, effect any investigations or their resolution, including the effect of any commitments we might make, will have on our business, industry practices, or online commerce more generally. An unfavorable outcome in an investigation could encourage additional regulatory inquiries that could become widespread over time, significantly increasing the potential financial and reputational impact on us. To theCompany.extentAdditionally, these types ofthat investigationscanor inquiries resultand have resultedintheadditionalassessmentcommitments,ofchanges to our business practices, negative publicity, fines, damages from private litigation, or other remedies, it could have a material adverse effect on our business, financial condition, andnegativeresultspublicity.of operations.
“We have also been involved in investigations or inquiries involving consumer protection matters and we have previously made voluntary commitments to consumer authorities to resolve investigations or inquiries that have included showing prices inclusive of all mandatory taxes and charges, providing information about the effect of money earned on search result rankings, displaying certain sustainability-related information about accommodations, making adjustments to how discounts and statements concerning popularity or availability are shown to consumers, and displaying additional customer …”see in full comparison
“During fiscal year 2025, as a result of our annual goodwill impairment test, we recognized goodwill and intangible assets impairment charges. See Note 11 to our Consolidated Financial Statements. The estimation of fair value reflects numerous assumptions that are subject to risks and uncertainties, including key assumptions regarding expected growth rates and operating margin, discount rates, and market comparables. It requires significant judgments and estimates and actual results could be materially different than the judgments and estimates used to estimate fair value. …”see in full comparison
“Additionally, jurisdictions have initiated, and may in the future initiate, legal proceedings against us and other OTCs related to the payment of certain travel transaction taxes (including historical or prospective taxes, interest, penalties, punitive damages, and/or attorney's fees and costs). Although we believe we do not owe the taxes claimed, litigation is uncertain and an adverse outcome could result in liabilities for past and/or future bookings, which could adversely affect our business, profit margins, and results of operations.”see in full comparison
Full comparison: every changed paragraph (130)
The risk factors section should be carefully considered in full, in addition to other information appearing in this Form 10-K, including Part II, Item 7, Management's Discussion and Analysis of Financial Condition and Results of Operations and our consolidated financial statements and related notes. The following is only a summary of the principal risks that make an investment in our securities speculative or risky.
Risk Factors Summary
Industry and Business Risks
•Adverse changes in market conditions for travel services;
•The effects of competition;
•Our ability to successfully manage growth and expand our global business;
•Adverse changes in third-party relationships;
•Our performance marketing efficiency and the effectiveness of our marketing efforts;
•Our ability to respond to and keep up with rapid technological or other market changes;
•The development and use of generative AI ("Gen AI");
•Our ability to attract and retain qualified personnel;
•Operational and technological infrastructure risks;
Information Security, Cybersecurity, and Data Privacy Risks
•Data privacy and cyberattack risks;
•IT systems-related failures or security breaches;
Tax Risks
•Risks related to exposure to additional tax liabilities and maintaining tax benefits;
Legal, Regulatory, Compliance, and Reputational Risks
•Legal and regulatory risks;
•Risks associated with the facilitation of payments;
Financial Risks
•Fluctuations in foreign currency exchange rates and other risks associated with doing business in multiple currencies and jurisdictions;
•Risks of increased debt levels and stock price volatility; and
•Success of investments and acquisitions, including integration of acquired businesses.
Our financial results depend upon sales of travel services, which can fluctuate based on consumer discretionary spending levels. Demand for and sales of travel services often decline during periods of perceived or actual adverse economic conditions and times of political or economic uncertainty. Economic and political uncertainty can negatively impact transaction growth rates, cancellation rates, and accommodation average daily rates ("ADRs"). While lower occupancy rates can increase distribution of accommodation reservations through third-party intermediaries such as us, ifIf there are lower ADRs, it generally has a negative effect on our revenues and results of operations.
Macroeconomic uncertainties and geopolitical tensions have ledcaused, toand in the future may cause, significant volatility in foreign currency exchange rates, stock markets, and oil prices, which can impact consumer travel behavior. The uncertainty of macroeconomicthese factors and their impact on consumer behavior makes it difficult to forecast industry and consumer trends and their potential impact on our business,trends, which could adversely affect our ability to effectively manage our business and adversely affect our results of operations.
Other events beyond our control such as pandemics, terrorist attacks, natural disasters, trade disputes, sanctions, wars and regional hostilities, political unrest, travel-related accidents, or increased focus on the environmental impact of travelovertourism may disrupt or limit the ability or willingness of travelers to visit certain locations, or result in declines in demand for ouror travel offerings.restrictions, Responses to such events by governments or global organizationswhich could restrict travel in ways that couldnegatively impact our ability to conduct our business. Because theseThese events and their impacts are largely unpredictable,unpredictable theyand can dramatically and suddenlyabruptly affect consumer travel behavior by consumers, demand for and provision of our services, and relationships with travel service providers and other partners, any of which cancould adversely affect our business and results of operations.
We operate in highly competitive and rapidly evolving global markets for travel and restaurant reservation services. Barriers to entry are low, and we compete with online travel companies ("OTCs"), travel service providers offering direct booking (such as airlines, hotels, and rental car companies), traditional travel agencies and operators, companies offering travel-related software, payments, or technology solutions, financial services and credit card companies, and global technology companies with significantly greater scale, data, and financial resources. For example, Google links travel search to its dominant search engine and has integrated travel products into Google Maps and its Gemini generative AI ("Gen AI") offering. Other large technology platforms and AI-native competitors are developing Gen AI-powered assistants and agents that can search, compare, recommend, and facilitate travel and dining reservations directly within their search engines, operating systems, messaging platforms, or "super-apps." These offerings may reduce consumers choosing to visit dedicated online travel platforms, reducing direct traffic, bookings, and customer relationships. Gen AI also lowers barriers to entry and enables competitors to potentially replicate or improve core functionality, personalize recommendations and pricing, and acquire customers more efficiently through non-travel consumer interactions. AI agents may further evolve into full-service booking platforms, increasing competitive pressure and disintermediating OTCs. If our Gen AI investments are not successful or we are unable to successfully adapt to such changes, our ability to compete, and our business and results of operations, could be adversely affected.
We compete globally with online and traditional travel and restaurant reservation and related services. The markets for the services we offer are intensely competitive and constantly evolving. Current and new competitors launch new services at a relatively low cost. Some of our current and potential competitors include the largest global technology companies, which have significantly more consumers, consumer data, and resources than we do, and may be able to leverage other aspects of their businesses (e.g., search or mobile device businesses or Gen AI and similar or related capabilities) to compete with us. For example, Google's online travel offerings have grown rapidly by linking travel search services to its dominant search functionality through flight, hotel, and alternative accommodations meta-search products, and integrating such products into Google Maps. Similarly, several companies developing Gen AI-powered platforms have used travel search and reservation capabilities to illustrate the possible use cases for this technology. The structure of the travel industry or consumer preferences could also change in ways that disadvantage us and benefit competitors or new entrants. If we are unable to successfully adapt to such changes, our ability to compete, and our business and results of operations, would be adversely affected.
We currently, or may in the future, compete with companies that provide a variety of products and services, including:
•online platforms, including accommodation and alternative accommodation search or reservation services, travel meta-search, and large online companies including in search, social media, marketplace, Gen AI, and ride-sharing;
•travel service providers (e.g., accommodations, rental car companies, or airlines), which may offer lower prices on their direct channel than they provide to us;
•traditional travel agencies, travel management companies, wholesalers, and tour operators;
•companies offering software solutions and technology services to travel service providers, including global distribution systems ("GDSs") and hospitality software and payments platforms; and
•companies offering AI agents powered by Gen AI that can perform or facilitate travel-related services, such as virtual assistants.
Some of our current and potential competitors may have greater resources or stronger competitive positions in certain geographic regions than we do. For example, some of our competitors may be domiciled in different countries and subject to political, legal, and regulatory regimes that enable them to compete more effectively than us.
The market for accommodations covers a wide range of property types including alternative accommodations, and companies like Airbnb and Vrbo (owned by Expedia) compete directly with our accommodations businesses. Meta-search services may lower the cost for new companies to enter the market by providing a distribution channel without the cost of promoting the new entrant's brand and also compete directly with us for customers. They may also evolve into more traditional online travel companies ("OTCs") by offering consumers the ability to make travel reservations directly. Moreover, some of our competitors and potential competitors offer a variety of online services, many of which are used by consumers more frequently than online travel services or have created "super-apps" where consumers can use such various services without leaving the company's app. A competitor that has established other, more frequent online or app-based interactions with consumers may be able to more easily or cost-effectively acquire customers for its online travel services than we can. Some competitors include private equity-funded platforms, which can more easily withstand significant losses for an extended period of time while building market share through heavy marketing and/or discounting of their services. In addition, competitors may more effectively invest in online marketing channels, which could hinder growth of our services if they are more successful at promoting their platform than us.
For many consumers, the price of a travel service is the primary factor determining whether to book a reservation. In some cases, ourSome competitors aremay willingoperate toat make littleminimal or nonegative profit on a transaction or offer travel services at a loss in ordermargins to gain market share. InTravel service providers may offer lower prices through direct or AI-enabled channels, OTC and other competitors may more effectively invest in online marketing channels, and in certain markets,markets we may need to provide discounts or other incentives in order to be competitive, any of which may make it difficult for us to maintain or grow marketour share,competitive maintainposition historicalor profit margins, and may also result in lower ADRs and lower revenues as a percentage of gross bookings. Consolidation among travel service providers or the development ofAI-enabled alternative travel offerings as a result of Gen AI could result in lower OTC commission rates, increased discounting, and greater incentives for consumers to join closed-user groups as such travel service providers expand their offerings.groups. If we are unable to effectively offer competitive prices, our revenues, marketcompetitive share,position, business, and results of operations could be materially adversely affected.
We have significant operations in countries outside the United States and derive a substantial portion of our gross bookings from thesecountries countries.outside Ourthe OTCUnited States. The growth rate of our operations outside of the United States historically had achieved significant year-over-year growth in their gross bookings, though growth rates have generally declined over time as the absolute level of our gross bookings increased and online travel growth rates declined.declined, Otherand factorsthey may also slowbe theimpacted growthby ratesfactors ofsuch our businesses outside of the United States, includingas economic conditions, strengtheningchanges ofin theforeign U.S.currency Dollarexchange versus other currencies,rates, declines in ADRs, increases in cancellations, adverse changes in travel market conditions, and competition. Any decline in the growth rates of our businesses could negatively impact our revenue and earnings growth rates and as a consequence our stock price.rates.
We are also subject to risks related to expanding our business internationally. InternationalMany markets may have strong local competitors with an established brand and travel service provider or restaurant relationships making expansion in that market difficult or costly. Certain markets in which we operate have unique localized preferences or lower operating margins, or from time to time have experienced declining or no growth. ScalingSome of our current and growingpotential competitors may have greater resources or stronger competitive positions in certain regions than we do, or may be domiciled in different countries and subject to political, legal, and regulatory regimes that enable them to compete more effectively than us. Growing our business in such markets could require significant investment, which could have a negative impact on our profit margins. In some markets such as China, local requirements may restrict participation by foreign businesses, making our entry into and expansion in those markets costly, difficult, or impossible. If we are unsuccessful in expanding in new and existing markets and managing that expansion, our business and results of operations could be adversely affected.
We believe that the breadth, variety, and quality of accommodations on our platforms helps drive our growth. The market for accommodations covers a wide range of property types including alternative accommodations and companies like Airbnb and Vrbo (owned by Expedia) compete directly with our accommodations businesses. The growth rate of the number of accommodations on our platforms may vary in part due to removing accommodations from time to time. Many newer accommodations we offer may have fewer rooms or higher credit risk and may appeal to a smaller subset of consumerscustomers (e.g., hostels and bed and breakfasts). If occupancy rates increase, accommodation providers often limit their offerings to OTCs. Also, certain jurisdictions have instituted regulations intended to address the issues of "overtourism" and the impact of tourism on climate,overtourism, including by restricting accommodation offerings near popular tourist destinations.destinations, As a result, wewhich may experienceresult in constraints on the number of listings or available accommodation room nights or decreased demand, which could negatively impact our business growth rate and results of operations.
We rely on providersthird of accommodations, rental cars, and airline tickets, and on restaurants,parties to make their services available to consumers for reservation through us. Our arrangements with travel service providers are generally do not require themrequired to make available any specific quantity of reservations, or to make reservations available in any geographic area, for any particular route, or at any particular price. Similarly, our arrangements withOur restaurants are generally do not require themrequired to provide all of their available tables and reservations to customersconsumers through us. Our arrangements with OTCs and travel service providers to provide pricing, schedules, availability, and other information in connection with Kayak'sKAYAK's meta-search services are non-exclusive and can be terminatedterminable with little notice. A significant reduction on the part of any of our major travel service providers,providers or restaurants,restaurants for a sustained period of time or their complete withdrawal from our services, including due to a provider's bankruptcy or closure, could have an adverse effect on our business, advertising revenue, marketcompetitive share,position, and results of operations. Further, as consolidationindustry consolidation, including among travel service providersproviders, increases, or if Gen AI better enables, or offers alternatives for travel service providers to reach consumers, the potential adverse effect of areduced decisionusage or withdrawal from our services by a significant travel service provider to withdraw from or reduce its participation in our services also increases.
A significant portion of consumer traffic to our services is derived from third-party platforms, including Google and other search engines, mobile operating systems, app marketplaces, mapping services, and other digital distribution channels. These platforms increasingly incorporate Gen AI features, such as AI-generated answers, assistants, and recommendations, that may satisfy user intent without directing users to our services or may favor the platform's own or affiliated offerings.
Changes in algorithms, ranking methodologies, user interfaces, access terms, pricing, or the placement of AI-generated content by these platforms could reduce the visibility of our services, increase customer acquisition costs, or decrease traffic and bookings. In addition, platform providers may restrict data access, limit interoperability, or impose commercial terms that disadvantage us relative to competing or native AI-enabled services.
If we are unable to maintain favorable placement, access, or economics across traditional digital search as well as evolving AI-mediated distribution channels, our distribution of travel and restaurant reservations through such third-party distribution channels is likely to decline and our business, competitive position, and results of operations could be adversely affected.
We rely upon Google and other search and meta-search services to generate a significant portion of traffic to our platforms, principally through pay-per-click marketing campaigns. The pricing and operating dynamics on these platforms can change rapidly. If the logic determining placement and display of results of a consumer's search changes, the placement of links to our platforms can be negatively affected and our costs to improve or maintain our placement can increase. A decline or slowing growth in travel search traffic also negatively impacts our ability to efficiently generate traffic to our platforms through performance marketing on general search platforms, which could have an adverse effect on our business and results of operations.
We rely on various third-party distribution channels (i.e., marketing affiliates) to distribute accommodation, rental car, and airline ticket reservations. If distribution through such third parties declines, our business, market share, and results of operations could be adversely affected.
We compete in markets characterized by rapidly changing technology, evolving industry standards, consolidation, frequent product developments, and changing consumer preferences. These characteristics are heightened by the progress of technology adoption, including the continuing adoption of online commerce, growth of mobile transactions and payment, and the development of Gen AI capabilities. We may not be able to keep up with these rapid changes.
Our long-term strategy to commercialize the Connected Trip will require increased investments that could have an adverse impact on our results of operations until we achieve the expected return on these investments. The development of the Connected Trip is subject to uncertainties, including further development of the verticals and technological capabilities (including integrating Gen AI) necessary for the Connected Trip experience, the ability to collect, store, and use customer data in a compliant and integrated fashion, and the attraction and retention of employees dedicated to this effort. It may take longer than we expect to realize the Connected Trip vision or it may not achieve the expected return on investment. Our ability to offer a variety of appropriate payment solutions is an important part of our Connected Trip vision. These efforts may also be unsuccessful in improving the travel experience or retaining and attracting new customers. Further, regulatory restrictions may impact the ongoing commercialization of the Connected Trip or increase our costs of compliance. With any technical innovation such as the Connected Trip effort, there could be vulnerabilities and other technical failures, which could result in lost business, harm to our brand or reputation, consumer complaints, or other adverse consequences, any of which could adversely affect our business and results of operations.
We may not be able to keep pace with the competitive pressure to innovate. Other companies, including emerging start-ups and large technology companies utilizing proprietary Gen AI or similar capabilities, may innovate or develop new services and technologies faster than we can or may foresee consumer need for new services or technologies before we do. Gen AI and other new technologies could influence how consumers search for and book travel, diminish the relevance or competitiveness of our existing technology and service offerings, or require us to modify or adapt our services or infrastructure, any of which could adversely affect our results of operations and financial condition.
Consumers increasingly use mobile devices and apps to make online travel bookings, and may in the future use Gen AI-enabled devices to make bookings. The revenues earned on a mobile transaction may be less than a desktop transaction due to different purchasing patterns. To the extent mobile devices or platforms enable users to block advertising content, our advertising revenue and ability to market our brands may also be negatively affected. If we are unable to attract consumers to our mobile platforms, or app store providers like Google and Apple use their app distribution, mobile operating, or payment platforms to favor competing services, our business, competitive position, future growth, and results of operations could be adversely affected.
OurAs we continue to grow our alternative accommodations businessbusiness, faceswe face increasing risks relating to claims of liability, regulatory developments, and continued growth and profitability. Because alternativeAlternative accommodations aretypically oftenconsist either aof single unitunits or a small collection of independent units, and may haveresult in additional costs tofor beus, offeredwhich oncan ourresult platforms, these properties generally representin more limited booking opportunities and lower profit margins than hotels, motels, and resorts. Further, alternative accommodations may be subjectunavailable during peak periods due to increased seasonality or mayowner not be available at peak times due to use by property owners.use. To the extent alternative accommodations represent an increasing percentage of the properties we add to our platforms, we expect that our room-night growth rate and property growth rate will continue to diverge over time, and the number of reservations per property will likely continue to decrease. Additionally, if we don't offer features preferred by alternative accommodation property owners or our competitors have better features, our alternative accommodations business could be negatively impacted.
Alternative accommodations are subject to increased risk of claims of liability based on injury, death, discrimination, or criminal activities occurring at these properties.activities. We have no control over the actions of our consumers, property owners, andor other third parties during a stay, and cannot guarantee the safety of such individuals. We havedo not in the past and may not in the future undertake to systematically verify the safety, quality, and legal compliance of all of our alternative accommodationaccommodations listings. Weand rely on property owners to disclose information relating to their listingslistings, and such informationwhich may be inaccurate or incomplete. Moreover, Booking.com facilitates the provision of partner liability insurance thatunderwritten mayby third-party insurance providers to protect certain alternative accommodation partners against liability claims, lawsuits by third parties for bodily injury, or personal property damage that occuroccurs during a staystay. atIf aapplicable, partnerthis property.insurance Thisprovides partner liability insurance, if applicable to the claim, may provide partners withcoverage up to $1.0 million equivalent per occurrence (policy limit) of third party liability coverage relatedsubject to thelimitations underlyingand claim,exclusions). thoughWe theretain Companycertain financial risks and could be required to pay amounts in excess of the policy limit. Any resulting complaints or claims could result in negative publicity and increased costs, which could adversely affect our reputation, business, and results of operations.
Alternative accommodation regulation is newrules and regulations are complex, evolving, can be inconsistent among individual localities, and laws, regulations, or property association rules could impose obligations on property owners and managers that limit or negatively affect theirproperty owners' and managers' ability to rent their properties. For example, in conjunction with the Digital Services Act ("DSA"), the European Commission (the "EC") hasimposes adoptedobligations aaround short-term rental regulation that imposes new obligations around property owner registration, property verification, and enforcement of local registration schemes. Some jurisdictions have adopted or are considering restrictions (e.g., license requirements) on the ability to offer alternative accommodation properties or that require online platforms, owners, or managers to obtain a license to rent or list alternative accommodations. From time to time, weWe have been and are subject to inquiries related to compliance with alternative accommodation legalsuch requirements that have resulted in fines and could result in additional fines, adversely affect our reputation, or require modificationsoperational to our business operations. Legal requirements applicable to alternative accommodations are evolving and can be inconsistent among individual localities, and we are unable to predict what effect they may have on our business.modifications. This dynamic regulatory environment requires us to expend significant time and resources and could negatively impact our alternative accommodation reservationaccommodations business.
We invest considerable resources in the establishment and maintenance of our brands, marketing and other brand building efforts to preserve and enhance consumer awareness of our brands, and to attract and retain customers.consumers. Performance marketing costs to grow traffic to our platforms are variable because they are dependent on others' marketing spend in the same channels. If we are unable to maintain or enhance consumer awareness and acceptance of our brands or if such efforts are not cost-effective, our business, marketcompetitive share,position, and results of operations could be materially adversely affected.
Our marketing efficiency, expressed as marketing expense as a percentage of gross bookings, and performance marketing return on investment ("ROIs") are impacted by a number of factors that are subject to variability and are in some cases outside of our control, including ADRs, costs per click, cancellation rates, foreign currency exchange rates, our ability to convert traffic to booking customers,consumers, and the timing and effectiveness of our brand marketing campaigns. Marketing efficiency can also be impacted by the extent to which consumers come directly to our platforms for bookings.bookings and the economics of distribution channels. If our marketing efforts are less effective at generating new bookings, our marketing efficiency could deterioratedecrease and our margins, revenues, and earnings growth could be adversely affected. For example, competition for desired rankingsplacement in search results and/including among AI-generated or aAI-impacted decline in ad clicks(i.e., by consumersbot or agent activity) results could increase our costs-per-click and negatively impact our marketing efficiency. At times we may pursue a strategy of increasing marketing ROIs, which could negatively affect our gross bookings and revenue growth rates. Pursuing a strategy of improving performance marketing ROIs along with factors such as competitors' actions in the bidding environment, the amount of marketing invested by these channels to generate demand, and overall marketing platform traffic growth trends, may also impact our gross bookings and revenue growth rates. Negative trends in our marketing efficiency, performance marketing ROIs, or consumer shopping activity could negatively impact our business, marketcompetitive share,position, and results of operations.
We compete in markets characterized by rapidly changing technology, evolving industry standards, consolidation, frequent service developments, and changing consumer preferences. In addition, these market characteristics are heightened by the progress of technology adoption in various markets, including the continuing adoption of online commerce in certain geographies and the growth of mobile e-commerce transactions. We may not be able to keep up with these rapid changes.
Our long-term strategy to build the Connected Trip will require increased investments that could have an adverse impact on our results of operations until we achieve the expected return on these investments. The development of the Connected Trip is subject to uncertainties, including further development of the verticals and technological capabilities (which may include developing and integrating technologies like Gen AI) necessary for the Connected Trip experience, the ability to collect, store, and use customer data in a compliant and integrated fashion, and the attraction and retention of employees dedicated to this effort. It may take longer than we expect to realize the Connected Trip vision or it may not achieve the expected return on investment. These efforts may also not be successful in improving the travel experience or retaining and attracting new customers. Further, regulatory restrictions may impact our ability to commercialize the Connected Trip or expose us to unanticipated liabilities. With any technical innovation such as the Connected Trip effort, there could be vulnerabilities and other technical failures, which could result in lost business, harm to our brand or reputation, consumer complaints, and other adverse consequences, any of which could adversely affect our business and results of operations.
In the future the competitive pressure to innovate could encompass a wider range of services and technologies, and our ability to keep pace may slow. Other companies, including emerging start-ups or large technology companies utilizing proprietary Gen AI or similar capabilities, may be able to innovate and focus on developing a new product or service faster than we can or may foresee consumer need for new services or technologies before we do. In addition, the widespread adoption of new technologies, such as Gen AI and machine learning, could influence how customers search for and book travel, render our existing technology obsolete, require us to modify or adapt our services or infrastructure, which could adversely affect our results of operations or financial condition.
Consumers increasingly use mobile devices and apps to make online travel bookings. The revenues earned on a mobile transaction may be less than a desktop transaction due to different purchasing patterns. To the extent mobile devices or platforms enable users to block advertising content, our advertising revenue and ability to market our brands may also be negatively affected. If we are unable to attract consumers to our mobile platforms, or app store providers like Google and Apple use their app distribution, mobile operating, or payment platforms to favor competing services to ours, we could lose market share and our business, future growth, and results of operations could be adversely affected.
Management's Discussion & Analysis (MD&A)
New heading “Valuation of Goodwill and other Long-lived Assets”
New heading “Impairment of Goodwill and Intangible Assets”
New heading “Year Ended December 31, 2025 compared to Year Ended December 31, 2024”
Removed heading “Valuation of Investments in Private Entities”
Removed heading “Online travel reservation services”
Removed heading “Advertising and other revenues”
Removed heading “Other Operating Expenses”
Removed heading “Year Ended December 31, 2023 compared to Year Ended December 31, 2022”
Largest changes
“Impairment of Goodwill and Intangible Assets”see in full comparison
Thesee in full comparisondeterminationestimation of the recoverable values of asset groups and the fair values ofinvestmentsourwherereportingwe are a minority shareholder and have access to limited information from the investeeunits reflects numerous assumptions that are subject to various risks and uncertainties, including key assumptions regardingtheeachinvestee'sreporting unit's expected growth rates and operatingmargin,marginasandwellwithasrespectotherto matters outside of our control, such as discount rates and market comparables.It requires significant judgments and estimates and actualActual results could be materially different thanthosethe judgments and estimatesutilizedused. Generally, changes in the assumptions used for comparable company multiples would result in directionally similar changes in the fair valueestimate.and changes in the assumptions used for discount rates would result in directionally opposite changes in the fair value. Future events and changing market conditions may lead us to re-evaluate the assumptionsreflectedusedinto estimate thevaluation,fairwhichvalues of our reporting units. Such changes mayresultinclude travel service providers reducing or withdrawing from our services, generative AI better enabling or offering alternatives for travel service providers to reach consumers, or competitors affecting our ability to market to and reach consumers in aneedcost-efficientto recognize additional impairment charges.way.
“We review long-lived assets whenever events or changes in circumstances indicate that the carrying amount of the asset may not be recoverable. The assessment of possible impairment is based upon the ability to recover the carrying value of the assets from the estimated undiscounted future net cash flows, before interest and taxes, of the related asset group. In the accounting for business combinations, the excess of the consideration transferred over the net of the amounts allocated to the identifiable assets acquired and liabilities assumed is recognized as goodwill. …”see in full comparison
“For the KAYAK reporting unit's goodwill, we recognized an impairment charge of $180 million for the three months ended September 30, 2025, resulting in an adjusted carrying value of $203 million at September 30, 2025. In addition, for the KAYAK asset group's intangible assets (trade names and supply and distribution agreements), we recognized an impairment charge of $277 million for the three months ended September 30, 2025. …”see in full comparison
“We test goodwill for impairment on an annual basis and between annual tests if an event occurs or circumstances change that would more likely than not reduce the fair value of a reporting unit below its carrying amount. We test goodwill at a reporting unit level and our annual goodwill impairment tests are performed as of September 30.”see in full comparison
Full comparison: every changed paragraph (160)
The following discussion should be read in conjunction with Part I, Item 1A "Risk Factors" and our Consolidated Financial Statements and accompanying notes.
We evaluate certain operating and financial measures on both an as-reported and constant-currencyconstant currency basis. We calculate constant currency based on the predominant transactional currency in each country, converting our current year results in currencies other than U.S. Dollars using the corresponding prior year monthly average exchange rates.
Our mission is to make it easier for everyone to experience the world. We aim to provide consumers with a best-in-class experience offering the travel choices they want, with tailored planning, payment, language, and other options, seamlessly connecting them with our travel service provider partners. We offer these services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. See Notes 1 and 17 to our Consolidated Financial Statements for informationsegment on our operating segmentsreporting and revenue by geographic area.information.
We derive substantially all of our revenues from enabling consumers to make travel service reservations. We also earn revenues from advertisingpayment services,facilitation, advertising, restaurant reservation and management services, travel-related insurance offerings, and other services.
In the fourth quarter of 2025, global room nights increased 9% year-over-year. We saw healthy travel demand across all our major regions in the fourth quarter of 2025.
While the geopolitical and macroeconomic environment can impact global travel demand, we believe our diversified global portfolio of leading travel brands, flexible platforms, and strong financial position helps us to navigate a range of scenarios. We continue to take a long-term view, staying focused on delivering value to our travelers and partners, maintaining disciplined cost management, and making strategic investments as appropriate.
Our global room nights in the fourth quarter of 2024 were 13% higher than the fourth quarter of 2023 which was negatively impacted by the Israel-Hamas war. When excluding room nights from bookers in Israel in each comparable period, our overall room nights in the fourth quarter of 2024 increased 12% year-over-year. When excluding room nights from bookers in Israel in each comparable period, our overall room nights for the full year 2024 increased 9% year-over-year.
Quarterly Room Nights and Change versus the prior year (1)
Full Year Room Nights and Change versus the prior year (1) (1) Room night growth rates are rounded for presentation purposes.
The cancellation rate in 20242025 was inlower line withthan the prior year. Because we recognize revenues from bookings when the traveler checks in, our reported revenues are not at risk of being reversed due to cancellations. Increases in cancellation rates can negatively impact our marketing efficiency as a result of incurring performance marketing expenses at the time a booking is made even though that booking could be canceled in the future if it was booked under a flexible cancellation policy.future.
In 2024,2025, our global average daily rates ("ADRs") on a constant currency basis were about in line with the prior year. Our global ADRs were slightly negatively impacted by a higher mix of room nights fromin Asia, which is a lower ADR region. Excluding the changes in regional mix, our global ADRs on a constant currency basis increasedwere year-over-yearup approximately 1% year-over-year, driven primarily by abouthigher 1%. It is difficult to predict what the trendADRs in industry ADRs will be in the future.Europe.
We focus on relentless innovation to grow our business by providing a best-in-class user experience with intuitive, easy-to-use online platforms that aim to exceed the expectations of consumers. We haveare aexecuting against our long-term strategy to create an ideal AI-powered traveler experience, offering our customers relevant options and connectionssuggestions at the times and in the language they want them, making trips booked with us seamless, easy, and valuable. We refer to this as the "Connected Trip." The goal of our Connected Trip vision is to offer a differentiated and personalized online travel planning, booking, payment, and in-trip experience for each trip, enhanced by a robust loyalty program that provides value to travelers and partners across all trips. We believe these efforts will help improve traveler loyalty, frequency, and mix of direct bookings over time. We believe these improvements will benefit revenue growth and marketing efficiency in the future, however, to the extent our non-accommodation services have lower margins and increase as a percentage of our total business, our operating margins may be negatively affected.
Our mobile appapps isare an important platform for experiencing the Connected Trip since the app travels with the traveler. The mix of our room nights booked on aour mobile appapps in 20242025 was a low-fiftiesmid-fifties percentage, up from a high-fortieslow-fifties percentage in 2023.2024. The significant majority of room nights booked on our mobile apps are direct, and we continue to see favorable repeat direct booking behavior from consumers in our mobile apps, which allow us more opportunities to engage directly with consumers.them. The revenues earned on a transaction on a mobile app may be less than a typical desktop transaction as we see different consumer purchasing patterns across devices. For example, accommodation reservations made on a mobile app typically are for shorter lengths of stay and have lower accommodation ADRs.
AsWe continue to expand our merchant service offerings as part of oura broader strategy to provide more payment options to consumerstravelers and travel service providers, increase the number and variety of our accommodations, and enable our long-term Connected Trip strategy,strategy. Booking.comThese increasinglymerchant processesservices transactionsallow us to facilitate payments from travelers and offer secure, flexible transaction terms, such as varied payment forms, currencies, and timing. The mix of our total gross bookings generated on a merchant basis,basis whereacross itthe facilitatescompany paymentswas 70% in 2025, an increase from travelers63% forin 2024 due to the servicesongoing provided.shift Thisfrom allows Booking.comagency to processmerchant transactionsbookings forat travel service providers and to increase its ability to offer secure and flexible transaction terms to consumers, such as the form and timing of payment.Booking.com. We believe that expanding these types of service offerings will benefit consumers and travel service providers, as well as our gross bookings, room night, and earnings growth rates. However, this results in additional expenses for personnel, payment processing, chargebacks (including those related to fraud), and other expenses related to these transactions, which are recorded in "Personnel" expenses and "Sales and other expenses" in our Consolidated Statements of Operations, as well as associated incremental revenues (e.g., payment card rebates), which are recorded in "Merchant revenues." To the extent more of our business is generated on a merchant basis, we incur a greater level of these merchant-related expenses, which negatively impacts our operating margins despite increases in associated incremental revenues. In 2024,2025, the incremental revenues from facilitating payments were greater than the associated incremental variable expenses. The mix of our total gross bookings generated on a merchant basis was 63% in 2024, an increase from 54% in 2023.
We have established widely-used and recognized brands through marketing and promotional campaigns. Our total marketing expenses, which are comprised of performance and brand marketing expensesexpenses, thatwhich are substantially variable in nature, were $7.3$8.2 billion in 2024,2025, up 7%12.5% versus 20232024 as a result of the year-over-year growth in travel demand and our effortsdue to investchanges in marketing.foreign currency exchange rates. Our performance marketing expenses, which represent a substantial majority of our marketing expenses, are primarily related to the use of online search engines (primarily Google), affiliate marketing, meta-search, and social media channels to generate trafficbookings tothrough our platforms. Our brand marketing expenses are primarily related to costs associated with producing and airing digital branding and television advertising.
Marketing efficiency, expressed as marketing expenses as a percentage of gross bookings, and performance marketing returns on investment ("ROIs") are impacted by a number of factors that are in some cases outside of our control. Such factors include ADRs, costs per click, cancellation rates, foreign currency exchange rates, search engine bidding algorithms, channel mix, our ability to convert paid traffic to booking customers, and the timing and effectiveness of our brand marketing and social media marketing campaigns. In recent2025, years,our weaverage observedROI periodswas ofdown stableslightly oryear-over-year increasingdriven ROIs.by Although it is difficult to predict how ROIs will changechanges in thepaid future,traffic ROIsmix could be negatively impacted byand increased levelssocial ofmedia competition and other factors.spend. When evaluating our performance marketing spend, we typically consider several factors for each channel, such as the customer experience on the advertising platform, the incremental trafficbookings we receive, and anticipated repeat rates. Marketing efficiency canis also be impacted by the extent to which consumers comebook directly towith our platforms for bookings.us. The mix of our total room nights booked by consumers coming directly to our platforms was a mid-fifties percentage in 2024,2025, and was a higher percentage of room nights if we exclude the room nights booked through affiliate programs (i.e., business-to-business). BothThe mix of thesetotal percentagesroom nights booked by consumers coming directly to our platforms increased year-over-year, which benefited our marketing efficiency versusfor 2023.2025. See Part I, Item 1A, Risk Factors - "We face risks relating to our marketing efforts" and "We are dependent on travel service providers, restaurants, search platforms, and other third parties."
The mix of Booking.com's room nights booked for alternative accommodation properties in 20242025 was approximately 35%,36%, up versus approximately 33%35% in 2023.2024. We have observed a longer-term trend of an increasing mix of room nights booked for alternative accommodation properties as consumer demand for these types of properties has grown, and as we have increased the number and variety of these properties on Booking.com. We may experience lower profit margins due to additional costs,costs from offering alternative accommodations, such as increased customer service or certain partner related costs, related to offering alternative accommodations.costs. As our alternative accommodation business has grown,grows, these different characteristics havemay negatively impactedimpact our profit margins and this trend may continue.margins.
Although we believe that providing an extensive collection of properties, excellent customer service, and an intuitive, easy-to-use consumer experienceplatform are important factors influencing a consumer's decision to make a reservation, for many consumers,consumers the price of the travel service is the primary factor determining whether to book. Discounting and couponing (i.e., merchandising) occurs across the major regions in which we operate, particularly in Asia. In some cases, our competitors are willing to make little or no profit on a transaction or offer travel services at a loss in order to gain market share. As a result, it is important to offer travel services at a competitive price, whether through discounts, coupons, closed-user group rates or loyalty programs, increased flexibility in cancellation policies, or otherwise. TheseSome initiativesof havethese resultedinitiatives, and,such inas the future,discounts, may result in lower ADRs and lower revenues as a percentage of gross bookings.bookings as they can reduce the daily room rate and are recognized as contra-revenue.
In Novemberthe fourth quarter of 2024, we announcedbegan the implementation of organizational changes to improve operating expense efficiency, increase organizational agility, free up resources that can be reinvested into further improving our intentionoffering to implement certain organizational changes, including modernizing processestravelers and systems, initiating an expected workforce reduction, optimizing procurement,partners, and seekingbetter realposition estateour savingsbusiness for the long term (the "Transformation Program"). WeThe believeTransformation itProgram is important to make these organizational changesresulted in orderapproximately to$250 drive further expense efficiency, create room for reinvestmentmillion in projectssavings andin initiatives2025. that will supportGiven the growthstronger-than-expected early results of our business over the long run, and further improve our organizational agility. We expect the Transformation ProgramProgram, in the third quarter of 2025, we raised our expectation for the ultimate annual run-rate savings to ultimatelya deliverrange aboutof $500 to $550 million from our previous guidance of $400 to $450 million in annual run rate savings over the next three yearsmillion, as compared to our 2024 expense base. WeAs areof the end of 2025, we have enabled approximately $550 million in theannual earlyrun-rate stages of this programsavings and we expect to realize these run-rate savings by the majorityend of the run rate savings to be achieved after 2025.2026. We expect that the restructuring costs and accelerated investments related to the Transformation Program will largely be incurred inby the nextend twoof to three years2026 and are estimated to be, in the aggregate, approximatelyless than one times the expected annual run raterun-rate savings.
Many taxing authorities seek to increase tax revenues and have targeted large multinational technology companiescompanies. Many jurisdictions, particularly in thesethe efforts. Many jurisdictionsEU, have implemented or are considering the adoption of a digital services tax or similar tax that imposes a tax on revenues earned from digital advertisements or the use of online platforms, even when there is no physical presence in the jurisdiction. Rates for these taxes range from 1.5% to 10% of revenues deemed generated in the jurisdiction. We record the applicable digital services taxes in "Sales and other expenses" in the Consolidated Statements of Operations. ForThe morerecent information,One seeBig Beautiful Bill Act (the "BBB Act") changes certain international, foreign tax credit, and domestic tax provisions in the United States effective in 2025 and 2026. While the BBB Act did not result in a significant impact to our income tax expense or effective tax rate for 2025, we are evaluating the impact of the BBB Act and it could have a negative impact on our results of operations and cash flows as it relates to provisions that are not yet effective. See Part I, Item 1A, Risk Factors - "We may have exposure to additional tax liabilities."
Increased regulatory focus on large technology companies could result in increased compliance costs or otherwise adversely affect our business. For example, we are subject to rules and regulations that may not apply to our competitors because the European Commission designated the Company as a "gatekeeper under the Digital Markets Act in 2024" and Booking.com as a "Very Large Online Platform" under the Digital ServicesMarkets Act in 2023. As a result of these designations, we are subject to additional rules and regulationsthe thatDigital mayServices notAct, berespectively. applicable to our competitors. For more information, seeSee Part I, Item 1A, Risk Factors - "Our business is subject to various competition, consumer protection, and online commerce laws and regulations around the world, and as the size of our business grows, scrutiny of our business by legislators and regulators in these areas may intensify" and Note 16 to our Consolidated Financial Statements.
Our businesses outside of the U.S. represent a substantial majority of our financial results, but because we report our results in U.S. Dollars, we face exposure to movements in foreign currency exchange rates as the financial results and the financial condition of our businesses outside of the U.S. are translated from local currency (principally related to Euros and British Pounds Sterling) into U.S. Dollars.. See Note 17 to our Consolidated Financial Statements for information related to revenues by geographic area. As a result of movementsthese in foreign currency exchange rates, bothmovements, the absolute amounts of and percentage changes in our foreign-currency-denominated net assets, gross bookings, revenues, operating expenses, and net income as expressed in U.S. Dollars are affected. Our total revenues increased by approximately 11%13% in 20242025 as compared to 2023,2024, butincluding withouta the impactbenefit of about 3% from changes in foreign currency exchange rates our total revenues increased year-over-year on a constant-currency basis by approximately 12%.rates. Since our expenses are generally denominated in foreign currencies on a basis similar to our revenues, our operating margins have not been significantly impacted by currency fluctuations.
We generally enter into derivative instruments to minimize the impact of foreign currency exchange rate fluctuations,fluctuations. suchIn asaddition, foreignwe currency exchange derivative contracts to hedge our exposure to the impact of movements in foreign currency exchange rates on our transactional balances denominated in currencies other than the functional currency. See Note 6 to our Consolidated Financial Statements for additional information. Wemay designate certain portions of the aggregate principal value of our Euro-denominated debt as a hedge of the foreign currency exposure of the net investment in certain Euro functional currency subsidiaries. Foreign currency transaction gains or losses on the Euro-denominated debt that is not designated as a hedging instrument for accounting purposes are recognized in "Other income (expense), net" in the Consolidated Statements of Operations (see Notes 12 and 18 to our Consolidated Financial Statements).Operations. Such foreign currency transaction gains or losses are dependent on the amount of net assets of the Euro functional currency subsidiaries, the amount of the Euro-denominated debt that is designated as a hedge, and fluctuations in foreign currency exchange rates. ForSee moreNotes information,6, see12, and 18 to our Consolidated Financial Statements and Part I, Item 1A, Risk Factors - "We are exposed to fluctuations in foreign currency exchange rates."
Outlook
For the first quarter of 2025, we expect:
•the year-over-year growth in room nights will be between 5% and 7%;
•the year-over-year growth in gross bookings will be between 5% and 7%;
•the year-over-year growth in revenues will be between 2% and 4%; and
•operating income will be lower than the first quarter of 2024, due in part to the negative impact from the shift in Easter timing versus last year, as well as the negative impact from year-over-year changes in foreign currency exchange rates. Excluding these impacts, we expect operating income will be slightly higher than the first quarter of 2024.
For the full year 2025, we expect:
•the year-over-year growth in gross bookings will be in a mid single digit percentage range;
•the year-over-year growth in revenues will be in a mid single digit percentage range; and
•operating income will be higher than in 2024.
Management's Discussion and Analysis of Financial Condition and Results of Operations is based upon our Consolidated Financial Statements, which have been prepared in accordance with accounting principles generally accepted in the United States of AmericaAmerica. ("U.S. GAAP"). Our significant accounting policies and estimates are more fully described inSee Note 2 to our Consolidated Financial Statements.Statements for our significant accounting policies. Certain of our accounting estimates are important to our financial position and results of operations and require us to make difficult and subjective judgments, often as a result of the need to make estimates of matters that are inherently uncertain. We use our judgment to determine the appropriate assumptions to be used in the determination of certain estimates and we evaluate our estimates on an ongoing basis. Estimates are based on historical experience, terms of existing contracts, our observance of trends in the travel industry, and on other assumptions that we believe to be reasonable under the circumstances. Our actual results may differ from these estimates under different assumptions or conditions. Matters that involve significant estimates and judgments of management include the valuation of investmentsgoodwill inand privateother entities,long-lived assets, income taxes, and contingencies.
Valuation of Goodwill and other Long-lived Assets
We review long-lived assets whenever events or changes in circumstances indicate that the carrying amount of the asset may not be recoverable. The assessment of possible impairment is based upon the ability to recover the carrying value of the assets from the estimated undiscounted future net cash flows, before interest and taxes, of the related asset group. In the accounting for business combinations, the excess of the consideration transferred over the net of the amounts allocated to the identifiable assets acquired and liabilities assumed is recognized as goodwill. Goodwill is assigned to reporting units that are expected to benefit from the synergies of the business combination. When the composition of one or more reporting units is changed, goodwill is reassigned to the affected reporting units using a relative fair value approach. A substantial portion of our intangible assets and goodwill as of December 31, 2025 relates to the acquisitions of OpenTable and Getaroom.
We test goodwill for impairment on an annual basis and between annual tests if an event occurs or circumstances change that would more likely than not reduce the fair value of a reporting unit below its carrying amount. We test goodwill at a reporting unit level and our annual goodwill impairment tests are performed as of September 30.
Valuation of Investments in Private Entities
See Notes 2, 5, and 6 to our Consolidated Financial Statements for additional information related to the investments in private entities and information on fair value measurements, including the three levels of inputs to the valuation techniques used to measure fair value. When inputs that are observable, either directly or indirectly (observable market data), are available at the measurement date and are not significantly adjusted using unobservable inputs, the observable inputs would be classified as Level 2 inputs. When little or no market data is available, the fair value of these investments are measured using unobservable inputs ("Level 3 inputs").
Our investments measured using Level 3 inputs primarily consist of investments in privately-held entities that were classified as either debt securities or equity securities without readily determinable fair values. Fair values of privately held securities are estimated using a variety of valuation methodologies, including both market and income approaches. We use valuation techniques appropriate for the type of investment and the information available about the investee as of the valuation date to determine fair value. Recent financing transactions in the investee are generally considered the best indication of the enterprise value and therefore used as a basis to estimate fair value. However, based on a number of factors, such as the proximity to the valuation date or the volume or other terms of these financing transactions, we may also use other valuation techniques to supplement this data, including the income approach. When a financing transaction occurs and represents fair value, we also use the calibration process, as appropriate, when estimating fair value on subsequent measurement dates. Calibration is the process of using observed transactions in the investee company's own instruments to ensure that the valuation techniques that will be employed to value the investee company investment on subsequent measurement dates begin with assumptions that are consistent with the original observed transaction as well as any more recent observed transactions in the instruments issued by the investee company.
Our investments in equity securities of private entities at December 31, 2024 and 2023, includes $51 million originally invested in Yanolja Co., Ltd. ("Yanolja"). Certain observable transactions subsequent to our original investment resulted in an adjusted carrying value of $306 million for the investment as of December 31, 2021. As of June 30, 2023 and 2022, we evaluated our investment in Yanolja for impairment using a combination of the market approach and the income approach in estimating the fair value of our investment as of those dates, and recognized impairment charges of $24 million and $184 million during the years ended December 31, 2023 and 2022, respectively (see Note 6 to our Consolidated Financial Statements). The carrying value of our investment in Yanolja was $98 million as of December 31, 2024 and 2023, respectively.
The market approach estimates value using prices and other relevant information generated by market transactions involving identical or comparable companies. The income approach estimates value based on the expectation of future cash flows that a company will generate. These future cash flows are discounted to their present values using a discount rate based on a company's weighted-average cost of capital adjusted to reflect the risks inherent in its cash flows. The key unobservable inputs and ranges used for the June 2023 impairment evaluation include the weighted average cost of capital of 10.5%-14.5% and a terminal earnings before interest, taxes, depreciation, and amortization ("EBITDA") multiple of 14x-16x. The key unobservable inputs and ranges used for the June 2022 impairment evaluation include, for the market approach, percentage decrease in the calibrated EBITDA multiple (36%) and for the income approach, the weighted average cost of capital of 10%-14% and the terminal EBITDA multiple of 14x-16x. Significant changes in any of these inputs would result in significantly different fair value measurements. A change in the assumption used for EBITDA multiples would result in a directionally similar change in the fair value and a change in the assumption used for weighted average cost of capital would result in a directionally opposite change in the fair value.
The determinationestimation of the recoverable values of asset groups and the fair values of investmentsour wherereporting we are a minority shareholder and have access to limited information from the investeeunits reflects numerous assumptions that are subject to various risks and uncertainties, including key assumptions regarding theeach investee'sreporting unit's expected growth rates and operating margin,margin asand wellwith asrespect otherto matters outside of our control, such as discount rates and market comparables. It requires significant judgments and estimates and actualActual results could be materially different than thosethe judgments and estimates utilizedused. Generally, changes in the assumptions used for comparable company multiples would result in directionally similar changes in the fair value estimate.and changes in the assumptions used for discount rates would result in directionally opposite changes in the fair value. Future events and changing market conditions may lead us to re-evaluate the assumptions reflectedused into estimate the valuation,fair whichvalues of our reporting units. Such changes may resultinclude travel service providers reducing or withdrawing from our services, generative AI better enabling or offering alternatives for travel service providers to reach consumers, or competitors affecting our ability to market to and reach consumers in a needcost-efficient to recognize additional impairment charges.way.
Impairment of Goodwill and Intangible Assets
As of September 30, 2025, we performed our annual goodwill impairment test. Except for the KAYAK reporting unit, the fair values of our reporting units exceeded their respective carrying values.
For the KAYAK reporting unit's goodwill, we recognized an impairment charge of $180 million for the three months ended September 30, 2025, resulting in an adjusted carrying value of $203 million at September 30, 2025. In addition, for the KAYAK asset group's intangible assets (trade names and supply and distribution agreements), we recognized an impairment charge of $277 million for the three months ended September 30, 2025. The impairments were primarily driven by a reduction in the forecasted cash flows for KAYAK, reflecting its meta-search business being impacted by expected increases in customer acquisition costs.
The estimated fair value of KAYAK was determined using a combination of standard valuation techniques, including an income approach (discounted cash flow) and a market approach (applying comparable company multiples). The income approach estimates fair value utilizing long-term growth rates and discount rates applied to the cash flow projections. An increase or decrease of one percentage point to the earnings before interest, taxes, depreciation and amortization ("EBITDA") growth rates used in the cash flow projections would result in an increase of approximately $45 million and a decrease of approximately $40 million, respectively, to the estimated fair value of KAYAK as of September 30, 2025. The discount rate is determined based on the reporting unit's estimated weighted-average cost of capital and adjusted to reflect the risks inherent in its cash flows, which require significant judgments. If the discount rate used in the income approach increases or decreases by 0.5%, the impact to the estimated fair value of KAYAK at September 30, 2025 ranges from a decrease of approximately $20 million to an increase of approximately $25 million. The market approach estimates value using prices and other relevant information generated by market transactions involving comparable publicly-traded companies, including the use of the EBITDA multiple. A change in the assumption used for the EBITDA multiple would result in a directionally similar change in the fair value.
At September 30, 2025, the fair values of KAYAK's trade names and supply and distribution agreements were $103 million and $76 million, respectively, estimated using an income approach. The key unobservable inputs used for these intangible assets include royalty rates, distributor margins, and supplier attrition rates (in the range of 2% to 5%, as applicable) and the useful lives of the trade names (20 years). Significant changes in any of these inputs in isolation would result in significantly different fair value measurements. Generally, a change in the assumption used for the royalty rate, distributor margin, and expected useful life would result in a directionally similar change in the fair value and a change in the assumption used for the attrition rate would result in a directionally opposite change in the fair value.
See Note 11 to our Consolidated Financial Statements for additional information.
We determine our tax expense based on income and statutory tax rates applicable in the jurisdictions in which we operate. Due to the complex and dynamic nature of tax legislation, significant judgment is required in computing our tax expense and determining our tax positions. The U.S. Tax Cuts and Jobs Act (the "Tax Act") enacted in December 2017 made significant changes to U.S. federal tax law, including a one-time deemed repatriation tax imposed on accumulated unremitted international earnings, to be paid over eight years.earnings. We do not intend to indefinitely reinvest our international earnings that were subject to U.S. taxation pursuant to the mandatory deemed repatriation or subject to U.S. taxation as global intangible low-taxed income ("GILTI").
We are subject to ongoing tax examinations and assessments, and face challenges regarding the amount of taxes due from time to time. These challenges include questions regarding the timing and amount of deductions on our tax returns. Although we believe that our tax filing positions are reasonable and comply with applicable law, we regularly review our tax filing positions, especially in light of tax law or business practice changes, and we may change our positions or determine that previous positions should be amended, either of which could result in changes to our tax liabilities. The final determination of tax audits or tax disputes may be different from what is reflected in our historical income tax provisions and accruals.
The determination of whether a loss is probable and whether the amount of the loss can be reasonably estimated requires significant judgment and evaluation of all the underlying facts and circumstances including judgments about the potential actions of third-party claimants, regulatory authorities, and courts. Claims, assessments, and litigations involve significant uncertainties such as the complexity of the facts, the legal theories involved, the nature of the claims, the judgment of the courts, the applicable methodology for determining potential damages, and, in the case of class actions, whether a class action can be certified and the extent to which members of athe class wouldchoose orto wouldparticipate notin filethe a claim.litigation.
For a contingency that might result in a gain, substantially all uncertainties about its realization should be resolved before it is recognized in the financial statements. Recoveries of costs and losses incurred in the past and recorded in the financial statements are recognized when the recovery is probable, reasonably estimable, and there is direct linkage to the loss event. Establishing direct linkage requires judgment and evaluation of all the underlying facts and circumstances, including the relationship between the recovery, the loss event, and the costs and losses incurred.
On a quarterly basis, we update our analysis and estimates considering available information, including the impact of negotiations, settlements, rulings, and advice of legal counsel. Changes in our assessment of whether a loss is probable, our estimate of the loss, or our determination of whether the amount of loss can be reasonably estimated could have a material impact on our results of operations and financial position. Changes in our assumptions regarding a particular matter or the effectiveness of our strategies related to legal and other proceedings could also have a material impact on our results of operations and financial position. For all loss contingencies, until a matter is finally resolved, there may be an exposure to loss in excess of the liability accrued for the matter and such amounts could be material. In a similar manner, gain contingencies and recoveries of costs and losses are also assessed on a quarterly basis.
Room nights, rental car days, and airline tickets reserved through our services for the years ended December 31, 2024 and 2023 were as follows:
Room nights reserved through our services increased year-over-year in 2024 compared to 2023,2025, driven primarily by increased travel demand in Europe and Asia. Rental car days reserved through our services increased year-over-year in 2024 compared to 2023,2025 driven primarily by year-over-year growth in rental car days reserved on Booking.com. Airline tickets reserved through our services increased year-over-year in 2024 compared to 2023,2025 driven primarily by the expansion of flight offerings at Booking.com and Agoda.
Gross bookings resulting from reservations of room nights, rental car days, and airline tickets made through our merchant and agency categories for the years ended December 31, 2024 and 2023 were as follows (numbers may not total due to rounding):
The year-over-year increase in merchant gross bookings in 2025 was due primarily to growth in accommodation reservation services and flight reservation services at Booking.com and Agoda. Merchant gross bookings also increased year-over-year and agency gross bookings decreased year-over-year in 2025 due to the ongoing shift from agency to merchant bookings at Booking.com.
Merchant gross bookings increased and agency gross bookings decreased in 2024 compared to 2023, due primarily to the ongoing shift from agency to merchant bookings at Booking.com. The year-over-year increase in merchant gross bookings in 2024 was also due to strong growth in gross bookings from merchant accommodation reservation services at Agoda and merchant flight reservation services at Booking.com and Agoda.
The year-over-year increase in total gross bookings in 20242025 was due primarily to the increase in room nightsnights, a positive impact of foreign currency exchange rate fluctuations, and thea positive impact from year-over-year growth in flight gross bookings, partially offset by a negative impact of foreign exchange rate fluctuations.bookings.
What changed in the latest 10-Q
Risk Factors
Our operations and financial results are subject to various risks and uncertainties which could adversely affect our business, financial condition, results of operations, cash flows, and the trading price of our common stock. For a discussion of such risks, please refer to Part I, Item 1A, Risk Factors in our Annual Report on Form 10-K for the year ended December 31, 2025 (the "2025 Form 10-K"), as supplemented by the risk factor set forth in Part II, Item 1A of our Quarterly Report on Form 10-Q for the quarterly period ended March 31, 2026.
Removed heading “We face risks related to the conflict in the Middle East.”
Largest changes
“We face risks related to the conflict in the Middle East.”see in full comparison
“The conflict in the Middle East has resulted in worldwide geopolitical and macroeconomic disruption, directly impacting travel trends in the Middle East and in other travel corridors such as Europe and Asia. Following the onset of the conflict, we experienced increased cancellations and slower growth in new bookings. …”see in full comparison
Our operations and financial results are subject to various risks and uncertainties which could adversely affect our business, financial condition, results of operations, cash flows, and the trading price of our common stock. For a discussion of such risks, please refer to Part I, Item 1A, Risk Factors in our Annual Report on Form 10-K for the year ended December 31, 2025 (the "2025 Form 10-K")see in full comparison.,Thisassectionsupplementedsupplementsby theRiskriskFactorsfactordescribedset forth inthePart2025II, Item 1A of our Quarterly Report on Form10-K10-Qbased on recent developments sincefor the2025quarterlyFormperiod10-Kendedfiling.March 31, 2026.
Full comparison: every changed paragraph (3)
Our operations and financial results are subject to various risks and uncertainties which could adversely affect our business, financial condition, results of operations, cash flows, and the trading price of our common stock. For a discussion of such risks, please refer to Part I, Item 1A, Risk Factors in our Annual Report on Form 10-K for the year ended December 31, 2025 (the "2025 Form 10-K")., Thisas sectionsupplemented supplementsby the Riskrisk Factorsfactor describedset forth in thePart 2025II, Item 1A of our Quarterly Report on Form 10-K10-Q based on recent developments sincefor the 2025quarterly Formperiod 10-Kended filing.March 31, 2026.
We face risks related to the conflict in the Middle East.
The conflict in the Middle East has resulted in worldwide geopolitical and macroeconomic disruption, directly impacting travel trends in the Middle East and in other travel corridors such as Europe and Asia. Following the onset of the conflict, we experienced increased cancellations and slower growth in new bookings. In addition to these direct impacts, there could be negative impacts to nearby regions, additional disruption of global energy supplies such as jet fuel, increased energy prices, suspension or cancellation of flights, higher operating costs for travel service providers, elevated prices for consumers, and heightened risks relating to employee safety and cybersecurity incidents, any of which may adversely affect demand for our services, business, and results of operations. Uncertainty relating to the conflict and such follow-on impacts, and how they may affect consumer sentiment, also makes it more difficult to predict future financial results.
Management's Discussion & Analysis (MD&A)
Largest changes
“Global room nights increased 6% year-over-year in the first quarter of 2026 and increased by 1% in March. We saw a negative impact on room night growth in the first quarter of 2026 starting with the onset of the conflict in the Middle East, which led to increased cancellations and slower growth in new bookings in March and impacted travel trends both in the Middle East and in other travel corridors such as those between Europe and Asia. …”see in full comparison
“Total revenues as a percentage of gross bookings increased year-over-year for the three months ended March 31, 2026 due to an increase in revenues related to facilitating payments, as well as a positive impact from the timing of booking versus travel. This was partly offset by an increase in the mix of flight gross bookings, which have lower revenues as a percentage of gross bookings. While the conflict in the Middle East negatively impacted our revenues during the first quarter, it had a more pronounced downward impact on our gross bookings. …”see in full comparison
Our marketing expenses, which are substantially variable in nature, increased year-over-year for the three and six months endedsee in full comparisonMarchJune31,30, 2026, due tohelpefforts to drive additional gross bookings andrevenues,revenues andwere increased bychanges in foreign currency exchange rates. Marketing expenses as a percentage of total gross bookings in the three months endedMarchJune31,30, 2026 were slightly higher than the three months endedMarchJune31,30, 2025, driven primarily by declines in SEO, which remains a small component of our overall distribution mix, as well as changes in paid traffic mix and investments in paid marketing channels at attractive ROIs. For theimpactsix months ended June 30, 2026, marketing expenses as a percentage of gross bookings was negatively impacted by the onset of the conflict in the MiddleEast.EastDue toin theconflict,first quarter of 2026, as certain performance marketing expenses yielded diminished or negligible returns as bookings sourced through paid channels were subsequently canceled resulting in lower average ROIs.Excluding the impact of the Middle East conflict, we achieved modest marketing leverage in the quarter, supported by the growth in our direct channel, which was partially offset by declines in SEO, which remains a small component of our overall distribution mix.
The mix of Booking.com's room nights booked for alternative accommodation properties in thesee in full comparisonfirstsecond quarter of 2026 was approximately38%,37%,upinversuslineapproximatelywith37%the second quarter of 2025, reflecting, in part, lower alternative accommodation room night growth in thefirstMiddlequarterEast. Over the past several years, alternative accommodations were increasing as a percentage of2025. We have observed a longer-term trend of an increasing mix ofBooking.com's roomnightsnights,bookedreflectingforgrowthalternative accommodation properties asin consumer demand for these types of propertieshas grown,andasanweincreasehave increasedin the number and variety ofthesealternative accommodation properties available on Booking.com. We may experience lower profit margins due to additional costs from offering alternative accommodations, such as increased customer service or certain partner related costs. As our alternative accommodation business grows, these different characteristics may negatively impact our profit margins.A larger proportion of Booking.com's alternative accommodation room nights are located in Europe compared to our total company room night mix; consequently, our alternative accommodations business is more exposed to the regional impacts of the conflict in the Middle East than our total business.
“During the second quarter, the conflict in the Middle East continued to affect travel demand trends. While direct impacts on travel within the region largely normalized during June, there were continued indirect impacts, including elevated flight ticket prices, reduced flight capacity on certain international routes, and decreased long-haul international travel demand. …”see in full comparison
Flight gross bookings increasedsee in full comparison25%12% and 18% year-over-year for the three and six months ended June 30, 2026, respectively, due to higher average flight ticket prices and flight ticket growth. Higher average flight ticket prices in the second quarter were driven in part by higher fuel costs associated with the conflict in the Middle East. Rental car gross bookings decreased 1% year-over-year for the three months endedMarchJune31,30, 2026 due toairlineaticketsdecrease in rental car days growth, partially offset bylowerhigher averageairlinedailyticketcar rental prices. Rental car gross bookings increased7%3% year-over-year for theperiodsix months ended June 30, 2026 due to higher average daily car rental prices, partially offset by a decrease in rental car days growth.
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Global room nights increased 5% year-over-year in the second quarter of 2026, compared to 6% in the first quarter of 2026. The sequential slowdown primarily reflected the continued impact of the conflict in the Middle East throughout the second quarter, whereas the first quarter was partially affected, primarily in March, following the onset of the conflict.
During the second quarter, the conflict in the Middle East continued to affect travel demand trends. While direct impacts on travel within the region largely normalized during June, there were continued indirect impacts, including elevated flight ticket prices, reduced flight capacity on certain international routes, and decreased long-haul international travel demand. At the same time, domestic travel, meaning travel within a traveler's own country, and short-haul regional travel remained relatively healthy, including within Europe, partially offsetting decreased long-haul international travel.
Global room nights increased 6% year-over-year in the first quarter of 2026 and increased by 1% in March. We saw a negative impact on room night growth in the first quarter of 2026 starting with the onset of the conflict in the Middle East, which led to increased cancellations and slower growth in new bookings in March and impacted travel trends both in the Middle East and in other travel corridors such as those between Europe and Asia. Excluding the impact of the conflict in the Middle East, we estimate that our overall room nights were up approximately 8% year-over-year in the first quarter of 2026. The ongoing conflict in the Middle East may adversely affect our results of operations by softening consumer demand for travel. Beyond the direct impact on regional travel patterns, prolonged instability could lead to sustained increases in global oil prices. Such increases would likely result in higher operating costs for travel service providers and elevated prices for consumers, which may further suppress overall travel demand.
The cancellation rate in the firstsecond quarter of 2026 was lower than the firstsecond quarter of 2025,2025. although we experienced a year-over-year increase in cancellation rates during the month of March due toWhile the conflict in the Middle East.East continued to affect travel demand during the second quarter, cancellation rates normalized following the elevated levels in March 2026 immediately after the onset of the conflict. Because we recognize revenues from bookings when the traveler checks in, our reported revenues are not at risk of being reversed due to cancellations. Late in the first quarter of 2026, the increaseIncreases in cancellation rates can negatively impactedimpact our marketing efficiency sinceas wea incurresult of incurring performance marketing expenses at the time a booking is made even ifthough that booking iscould be canceled in the future.
In the firstsecond quarter of 2026, our global average daily rates ("ADRs") on a constant currency basis were approximately 1%2% higher than the prior year primarily driven by higher ADRs in Europe.Europe and the U.S. Our global ADRs were not materially impacted by changes in regional mix in the firstsecond quarter of 2026.
Our mobile apps are an important platform for experiencingdelivering the Connected Trip sinceexperience, theallowing appus travelsto engage directly with thetravelers traveler.throughout their journey. The mix of our room nights booked on our mobile apps over the trailing twelve months ended MarchJune 31,30, 2026, was a high-fifties percentage, up from a mid-fifties percentage over the trailing twelve months ended MarchJune 31,30, 2025. The significant majority of room nights booked on our mobile apps are direct, and we continue to see favorable repeat direct booking behavior from consumers in our mobile apps, which allow us more opportunities to engage directly with them. The revenues earned on a transaction on a mobile app may be less than a typical desktop transaction as we see different consumer purchasing patterns across devices. For example, accommodation reservations made on a mobile app typically are for shorter lengths of stay and have lower accommodation ADRs.
We continue to expand our merchant service offerings as part of a broader strategy to provide more payment options to travelers and travel service providers, increase the variety of our accommodations, and enable our long-term Connected Trip strategy. These merchant services allow us to facilitate payments from travelers and offer secure, flexible transaction terms, such as varied payment forms, currencies, and timing. The mix of our total gross bookings generated on a merchant basis across the Company was 72%73% in the firstsecond quarter of 2026, an increase from 67%69% in the firstsecond quarter of 2025 due to the ongoing shift from agency to merchant bookings at Booking.com. We believe that expanding these types of service offerings will benefit consumers and travel service providers, as well as our gross bookings, room night, and earnings growth rates. However, this results in additional expenses for personnel, payment processing, chargebacks (including those related to fraud), and other expenses related to these transactions, which are recorded in "Personnel" expenses and "Sales and other expenses" in our Unaudited Consolidated Statements of Operations, as well as associated incremental revenues (e.g., payment card rebates), which are recorded in "Merchant revenues." To the extent more of our business is generated on a merchant basis, we incur a greater level of these merchant-related expenses, which negatively impacts our operating margins despite increases in associated incremental revenues. Over the trailing twelve months ended MarchJune 31,30, 2026, the incremental revenues from facilitating payments were greater than the associated incremental variable expenses.
We have established widely-used and recognized brands through marketing and promotional campaigns. Our total performance and brand marketing expenses, which are substantially variable in nature, were $2.1$2.4 billion in the firstsecond quarter of 2026, up 16%11% versus the firstsecond quarter of 20252025, asprimarily a result of thereflecting year-over-year growth in travel demanddemand, continued investment in performance marketing channels where returns remained attractive, and duethe toimpact of changes in foreign currency exchange rates. Our performance marketing expenses, which represent a substantial majority of our marketing expenses, are primarily related to the use of online search engines (primarily Google), affiliate marketing,marketing (i.e., business-to-business or "B2B"), meta search, and social media channels to generate bookings through our platforms. Our brand marketing expenses are primarily related to costs associated with producing and airing digital branding and television advertising.advertising, as well as sponsorships and other brand-building activities.
Marketing efficiency, expressed as marketing expenses as a percentage of gross bookings, and performance marketing returns on investment ("ROIs") are impacted by a number of factors that are in some cases outside of our control. Such factors include ADRs, costs per click, cancellation rates, foreign currency exchange rates, search engine bidding algorithms, channel mix, our ability to convert paid traffic to booking customers, and the timing and effectiveness of our brand marketing and social media marketing campaigns. When evaluating performance marketing spend, we typically consider several factors for each channel, such as the customer experience on the advertising platform, the incremental bookings we receive, and anticipated repeat rates. The impact of cancellation rates on ROIs was evident in the first quarter of 2026, as a notable portion of our spend occurred prior to the onset of the conflict in the Middle East, which resulted in diminished returns on performance marketing expenses as many bookings sourced through paid channels were subsequently canceled due to the conflict.
Marketing efficiency is also impacted by the extent to which consumers book directly with us. The mix of total room nights booked by consumers coming directly to our platforms was a mid-fifties percentage over the trailing twelve months ended MarchJune 31,30, 2026 and MarchJune 31,30, 2025, respectively. TheIn both periods, the mix was higher if we exclude the room nights booked through affiliatethe programsB2B (i.e., business-to-business).channel. This was achieved despite declines in traffic through organic or unpaid search results, which is what we call Search Engine Optimization ("SEO"), as well as regional volatility, as impacted regions, such as the Middle East, historically have a higher direct mix compared to our global average.. Room nights booked through the SEO channel remain a small component of our overall room nights. While we seek to adapt to evolving search engine dynamics, we expect SEO traffic to decline in the short to medium term, which may lead to increased spend in paid marketing channels.
Booking.com had approximately 4.54.7 million total properties on its website at MarchJune 31,30, 2026, representing an increase from approximately 4.14.3 million total properties at MarchJune 31,30, 2025. At MarchJune 31,30, 2026, Booking.com's website had approximatelyover 4.04.1 million alternative accommodation properties (including homes, apartments, and other unique places to stay) and over 500,000 hotels, motels, and resorts.
The mix of Booking.com's room nights booked for alternative accommodation properties in the firstsecond quarter of 2026 was approximately 38%,37%, upin versusline approximatelywith 37%the second quarter of 2025, reflecting, in part, lower alternative accommodation room night growth in the firstMiddle quarterEast. Over the past several years, alternative accommodations were increasing as a percentage of 2025. We have observed a longer-term trend of an increasing mix ofBooking.com's room nightsnights, bookedreflecting forgrowth alternative accommodation properties asin consumer demand for these types of properties has grown, and asan weincrease have increasedin the number and variety of thesealternative accommodation properties available on Booking.com. We may experience lower profit margins due to additional costs from offering alternative accommodations, such as increased customer service or certain partner related costs. As our alternative accommodation business grows, these different characteristics may negatively impact our profit margins. A larger proportion of Booking.com's alternative accommodation room nights are located in Europe compared to our total company room night mix; consequently, our alternative accommodations business is more exposed to the regional impacts of the conflict in the Middle East than our total business.
In the fourth quarter of 2024, we began the implementation of organizational changes to improve operating expense efficiency, increase organizational agility, free up resources that can be reinvested into further improving our offering to travelers and partners, and better position our business for the long term (the "Transformation Program"). The Transformation Program resulted in approximately $250 million in savings in 2025 and, as of the end of 2025, enabled approximately $550 million in annual run-rate savings. WeAs expectwe continued to realizeexecute theseon the Transformation Program, we identified additional opportunities, increasing our expected annual run-rate savings byto approximately $650 million. We expect the majority of the incremental savings above the approximately $550 million annual run-rate level enabled as of the end of 2026.2025 to be realized in 2027. We expect that the restructuring costs and accelerated investments related to the Transformation Program will largely be incurred by the end of 20262027 and are estimated to be, in the aggregate, less than one times the expected annual run-rate savings.
Many taxing authorities seek to increase tax revenues and have targeted large multinational technology companies. Many jurisdictions, particularly in the EU, have implemented or are considering the adoption of a digital services tax or similar tax that imposes a tax on revenues earned from digital advertisements or the use of online platforms, even when there is no physical presence in the jurisdiction. Rates for these taxes range from 1.5% to 10% of revenues deemed generated in the jurisdiction. We record the applicable digital services taxes in "Sales and other expenses" in the Unaudited Consolidated Statements of Operations. The recent One Big Beautiful Bill Act (the "BBB Act") made changes to certain international, foreign tax credit, and domestic tax provisions in the U.S. effective in 2025 and 2026. Certain provisions of the BBB Act that are effective in 2026 and impact our effective tax rate include U.S. interest expense limitation rules and utilization of additional foreign tax credits in calculating U.S. federal tax relatedassociated towith our international earnings. The impact of the BBB Act could have a negative impact on our results of operations and cash flows. See Part I, Item 1A, Risk Factors - "We may have exposure to additional tax liabilities" in our Annual Report on Form 10-K for the year ended December 31, 2025.
Our businesses outside of the U.S. represent a substantial majority of our financial results, but because we report our results in U.S. Dollars, we face exposure to movements in foreign currency exchange rates (principally related to Euros and British Pounds Sterling). As a result of these movements, the absolute amounts of and percentage changes in our foreign-currency-denominated net assets, gross bookings, revenues, operating expenses, and net income as expressed in U.S. Dollars are affected. Our total revenues increased by approximately 16%8% in the firstsecond quarter of 2026 as compared to the firstsecond quarter of 2025, including a benefit of about 6%1% from changes in foreign currency exchange rates. Since our expenses are generally denominated in foreign currencies on a basis similar to our revenues, our operating margins have not been significantly impacted by currency fluctuations.
Three and Six Months Ended MarchJune 31,30, 2026 compared to the Three and Six Months Ended MarchJune 31,30, 2025
Our financial results are driven by certain operating metrics that encompass the booking and other business activity generated by our travel and travel-related services. See "Results of Operations" in Part II, Item 7, Management's Discussion and Analysis of Financial Condition and Results of Operations in our Annual Report on Form 10-K for the year ended December 31, 2025 for additional information on our Operating and Statistical Metrics, including room nights, rental car days, airlineflight tickets, and merchant and agency gross bookings.
Room nights, rental car days, and airlineflight tickets reserved through our services were as follows:
For the three and six months ended MarchJune 31,30, 2026, room nights reserved through our services increased year-over-year, driven primarily by increased travel demandgrowth in Europe,all Asia,key andregions. In the U.S.,second partiallyquarter offsetof by2026, negative growth inthe Rest of World,World region, which includes the Middle East.East, Wereturned estimateto room nightyear-over-year growth wasfollowing negativelya impacteddecline byin approximatelythe 2first percentage pointsquarter due to the onset of the conflict in the Middle East. While direct impacts on travel within the region largely normalized in the second quarter, there were continued indirect impacts including elevated flight ticket prices, reduced flight capacity on certain routes, and a decrease in long-haul international travel demand, which negatively impacted overall room night growth. Rental car days reserved through our services decreased year-over-year for the periodthree dueand tosix months ended June 30, 2026, primarily reflecting lower partner volume, as well as the impact of higher average daily car rental prices and a negative impact from the conflict in the Middle East.East Airlineon travel demand. Flight tickets reserved through our services increased year-over-year for the periodthree and six months ended June 30, 2026 driven by the expansion of our flight offerings at Booking.com and Agoda,offerings, partially offset by a negativethe impact fromof elevated ticket prices, reduced flight capacity on certain routes, and a decrease in long-haul international travel demand, in each case related to impacts of the conflict in the Middle East.
Gross bookings resulting from reservations of room nights, rental car days, and airlineflight tickets made through our merchant and agency categories were as follows (numbers may not total due to rounding):
For the three and six months ended MarchJune 31,30, 2026, the year-over-year increase in merchant gross bookings was due primarily to growth in accommodation reservation services and flight reservation services at Booking.comBooking.com, Agoda, and Agoda.Priceline. Merchant gross bookings also increased year-over-year and agency gross bookings decreased year-over-year for the period due to the ongoing shift from agency to merchant bookings at Booking.com.
The year-over-year increase in total gross bookings for the three months ended MarchJune 31,30, 2026 was due to a 7%5% increase in room nights, approximately 2% higher constant currency ADRs, a positive impact from changes in foreign currency exchange rates,rates 6%of increaseabout in room nights, 1% higher constant currency ADRs,1%, and a positive impact from the growth in flight gross bookings. We estimate that the conflict in the Middle East impacted gross bookings growth in line with the impact observed in room night growth.
The year-over-year increase in total gross bookings for the six months ended June 30, 2026 was due to a 6% increase in room nights, about 4% positive impact from changes in foreign currency exchange rates, approximately 2% higher constant currency ADRs, and a positive impact from the growth in flight gross bookings.
Flight gross bookings increased 25%12% and 18% year-over-year for the three and six months ended June 30, 2026, respectively, due to higher average flight ticket prices and flight ticket growth. Higher average flight ticket prices in the second quarter were driven in part by higher fuel costs associated with the conflict in the Middle East. Rental car gross bookings decreased 1% year-over-year for the three months ended MarchJune 31,30, 2026 due to airlinea ticketsdecrease in rental car days growth, partially offset by lowerhigher average airlinedaily ticketcar rental prices. Rental car gross bookings increased 7%3% year-over-year for the periodsix months ended June 30, 2026 due to higher average daily car rental prices, partially offset by a decrease in rental car days growth.
For the three and six months ended MarchJune 31,30, 2026, the year-over-year increase in merchant revenues was duedriven primarily toby growth in revenues from accommodation reservation services at Booking.com.Booking.com Merchantand revenues also increased year-over-year for the period, while agency revenues decreased, due to theits ongoing shift from agency to merchant revenuesrevenues. atThis Booking.com.shift also contributed to the year-over-year decrease in agency revenues. Advertising and other revenues increased year-over-year for the period due to growth at OpenTable and growth in advertising revenues at Booking.com. The year-over-year increase in total revenues for the period included a 6% benefit from changes in foreign currency exchange rates.
Total revenues as a percentage of gross bookings decreased year-over-year for the three and six months ended June 30, 2026 due to a negative impact from the timing of booking versus travel, partially offset by an increase in revenues related to facilitating payments.
Total revenues as a percentage of gross bookings increased year-over-year for the three months ended March 31, 2026 due to an increase in revenues related to facilitating payments, as well as a positive impact from the timing of booking versus travel. This was partly offset by an increase in the mix of flight gross bookings, which have lower revenues as a percentage of gross bookings. While the conflict in the Middle East negatively impacted our revenues during the first quarter, it had a more pronounced downward impact on our gross bookings. Because we recognize revenues at the time of travel, the associated impact on revenues from the reduction in new booking activity and the increase in cancellations will not be fully realized until future quarters. We estimate that the conflict in the Middle East impacted revenue growth slightly lower than the impact observed in room night growth.
See Note 2 to the Consolidated Financial Statements in our Annual Report on Form 10-K for the year ended December 31, 2025 for additional information about the components of our operating expenses and the related accounting policies. The year-over-year growth in our total operating expenses for the three and six months ended MarchJune 31,30, 2026 was increased in part by changes in foreign currency exchange rates.
Our marketing expenses, which are substantially variable in nature, increased year-over-year for the three and six months ended MarchJune 31,30, 2026, due to helpefforts to drive additional gross bookings and revenues,revenues and were increased by changes in foreign currency exchange rates. Marketing expenses as a percentage of total gross bookings in the three months ended MarchJune 31,30, 2026 were slightly higher than the three months ended MarchJune 31,30, 2025, driven primarily by declines in SEO, which remains a small component of our overall distribution mix, as well as changes in paid traffic mix and investments in paid marketing channels at attractive ROIs. For the impactsix months ended June 30, 2026, marketing expenses as a percentage of gross bookings was negatively impacted by the onset of the conflict in the Middle East.East Due toin the conflict,first quarter of 2026, as certain performance marketing expenses yielded diminished or negligible returns as bookings sourced through paid channels were subsequently canceled resulting in lower average ROIs. Excluding the impact of the Middle East conflict, we achieved modest marketing leverage in the quarter, supported by the growth in our direct channel, which was partially offset by declines in SEO, which remains a small component of our overall distribution mix.
Sales and other expenses, which are substantially variable in nature, increased year-over-year for the three and six months ended MarchJune 31,30, 2026 due primarily to an increase in merchant transaction costs of $112$37 million and $149 million, respectively, related to the ongoing shift from agency to merchant transactions at Booking.com, as well as due to changes in foreign currency exchange rates. Sales and other expenses as a percentage of total revenues decreased year-over-year for the periodthree months ended June 30, 2026 primarily due to efficiencies in third-party customer service costs. Sales and other expenses as a percentage of total revenues decreased year-over-year for the six months ended June 30, 2026 primarily due to efficiencies in third-party customer service costs, and a benefit of $31 million resulting from the repeal in March 2026 repeal of Canadian digital services taxes related to prior years, as well as efficiencies in third-party customer service costs, partially offset by the impact of increased merchant transactions costs, which grew faster than total revenue.
Personnel expenses increased slightly year-over-year for the three months ended MarchJune 31,30, 2026 primarily due to an increase in salary expenses partially driven by changes in foreign currency exchange rates, partially offset by a decrease in stock-based compensation expense. Personnel expenses increased year-over-year for the six months ended June 30, 2026 primarily due to the impact of a $170 million reduction during the three months ended March 31, 2025 in the accrual related to the Netherlands pension fund matter.matter, Salaryas expenseswell increased year-over-year for the three months ended March 31, 2026as due to changes in foreign currency exchange rates. Employee headcount increased 2%3% year-over-year to approximately 24,90025,550 as of MarchJune 31,30, 2026.
General and administrative expenses increased year-over-year for the three months ended June 30, 2026 primarily due to an increase in certain travel transaction taxes and changes in foreign currency exchange rates. General and administrative expenses decreased year-over-year for the threesix months ended MarchJune 31,30, 2026 primarily due to the benefit of $89 million onbenefit from the settlement of certain litigation matters (see Note 13 to the Unaudited Consolidated Financial Statements), partially offset by an increase in certain travel transaction taxes, fees for certain outside professionals,taxes and changes in foreign currency exchange rates.
Information technology expenses increased year-over-year for the three and six months ended MarchJune 31,30, 2026 due primarily to an increase in cloud computing costs and software license and system maintenance fees, as well as changes in foreign currency exchange rates.
Depreciation and amortization expenses decreased year-over-year for the three and six months ended MarchJune 31,30, 2026 due primarily to decreased amortization expense related to intangible assets,assets and internally-developed software, partially offset by changes in foreign currency exchange rates.
See "Trends" above and Note 17 to our Unaudited Consolidated Financial Statements for additional information on the Transformation Program. Transformation costs decreased year-over-year for the three and six months ended MarchJune 31,30, 2026 due primarily to lower professionalcosts fees.related to employee termination benefits.
Interest expense decreased year-over-year for the three and six months ended MarchJune 31,30, 2026 primarily due to the amortization in 2025 of debt discount related to the convertible senior notes that matured in May 2025 (see Note 9 to our Unaudited Consolidated Financial Statements). Interest and dividend income decreased year-over-year for the three and six months ended MarchJune 31,30, 2026 primarily due to lower interest rates. In addition, we have certain cash management activities with related interest expense and interest income.
At MarchJune 31,30, 2026, we had $16.5$17.7 billion in cash, cash equivalents, and investments, of which approximately $12.1$14.7 billion is held by our international subsidiaries. Cash, cash equivalents, and long-term investments held by our international subsidiaries are denominated primarily in Euros, U.S. Dollars, and British Pounds Sterling.Sterling, and U.S. Dollars. Our investment policy seeks to preserve capital and maintain sufficient liquidity to meet operational and other needs of the business. See Notes 5 and 6 to our Unaudited Consolidated Financial Statements.
Deferred merchant bookings of $8.2$10.1 billion at MarchJune 31,30, 2026 includes cash payments received from travelers in advance of us completing our performance obligations and are comprised principally of amounts estimated to be payable to travel service providers as well as our estimated future revenue for our commission or margin and fees. The amounts are mostly subject to refunds for cancellations.
Our revolving credit facility extends a revolving line of credit up to $2 billion to us. As of MarchJune 31,30, 2026, we are in compliance with the maximum leverage ratio covenant under the facility, which is a condition to our ability to borrow.
Our outstanding senior notes at MarchJune 31,30, 2026 had cumulative interest to maturity (based on coupon interest rates) of $5.4$6.3 billion, with $650$754 million payable within the next twelve months.
At MarchJune 31,30, 2026, we had a total remaining authorization of $18.2$14.5 billion related to the share repurchase program authorized by our Board of Directors (the "Board"). In AprilAugust 2026, the Board declared a cash dividend of $0.42 per share of common stock, payable on JuneSeptember 30, 2026 to stockholders of record as of the close of business on JuneSeptember 5,11, 2026.
At MarchJune 31,30, 2026, we had, in the aggregate, $1.1$1.2 billion of non-cancellable purchase obligations individually greater than $10 million, of which $343$362 million is payable within the next twelve months. Such purchase obligations relate to agreements to purchase goods and services that are enforceable and legally binding and that specify significant terms, including the quantities to be purchased, price provisions, and the approximate timing of the transaction. At MarchJune 31,30, 2026, we had lease obligations of $763$744 million, of which $134$136 million is payable within the next twelve months.
At March 31, 2026, we had a remaining transition tax liability of $257 million as a result of the U.S. Tax Cuts and Jobs Act, which was paid in April 2026.
Net cash provided by operating activities for the threesix months ended MarchJune 31,30, 2026 resulted from net income of $1.1$3.0 billion, a favorable net impact from adjustments for non-cash and other items of $250$510 million, and a favorable net change in working capital and other assets and liabilities of $1.9$3.4 billion. Non-cash and other items were principally associated with unrealized foreign currency transaction gains related to Euro-denominated debt, stock-based compensation expense, depreciation and amortization, provision for expected credit losses and chargebacks, and net losses on equity securities. Deferred merchant bookings and other current liabilities increased by $1.8$4.2 billion during the period, primarily due to higher business volumes. Merchant revenues increased while agency revenues decreased year-over yearyear-over-year for the period due to the ongoing shift from agency revenues to merchant revenues at Booking.com.
Net cash provided by operating activities for the threesix months ended MarchJune 31,30, 2025 resulted from net income of $333$1.2 million,billion, a favorable net impact from adjustments for non-cash and other items of $899$2.2 million,billion, and a favorable net change in working capital and other assets and liabilities of $2.1$3.1 billion. Non-cash and other items were principally associated with unrealized foreign currency transaction losses related to Euro-denominated debt, deferred income taxes, adjustments related to the convertible senior notes, depreciation and amortization, deferred income taxes, and stock-based compensation expense.expense, and provision for expected credit losses and chargebacks. Deferred merchant bookings and other current liabilities increased by $1.9$3.8 billion and accounts receivable increased by $1.1 billion during the period, primarily due to higher business volumes.
Net cash used in investing activities for the threesix months ended MarchJune 31,30, 2026 and 2025 resulted principally from payments for property and equipment.
Net cash used in financing activities for the threesix months ended MarchJune 31,30, 2026 resulted principally from the repurchase of common stock of $3.8$7.8 billion, payments of $1 billion on the maturity of debt, and dividend payments of $343$664 million.million, partially offset by the proceeds from the issuance of long-term debt of $3.0 billion. Net cash used in financing activities for the threesix months ended MarchJune 31,30, 2025 resulted principally from the repurchase of common stock of $2.2$3.7 billion, payments of $3.5 billion on the maturity of debtdebt, ofincluding $1.5the billion,conversion premium on the convertible senior notes, and dividend payments of $319$631 million.million, partially offset by the proceeds from the issuance of long-term debt of $2.0 billion.
BKNG insider buying and selling (Form 4)
Since 2026-04-11, insiders reported open-market purchases in 0 Form 4 filings and open-market sales in 12 filings (6 insiders, 11 trade dates, 163,401 shares, about $30.7M; 12 of these filings say the sales were made under a Rule 10b5-1 trading plan). Net open-market shares: -163,401 (purchases minus sales); net value about -$30.7M.Totals add up every open-market (code P and S) line in those filings, using the prices reported in the filings. Awards, option exercises, tax withholding and gifts are listed below but not counted.
| Trade date | Insider | Transaction | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-09-15 | Pisano Paulo |
Open-market sale |
1,500 | $173.02 | $259.5K |
| 2026-09-01 | Mylod Robert J Jr |
Open-market sale |
1,000 | $200.00 | $200.0K |
| 2026-08-31 | Pisano Paulo |
Open-market sale |
3,000 | $203.48 | $610.4K |
| 2026-08-17 | Millones Peter J |
Open-market sale |
9,325 | $204.91 | $1.9M |
| 2026-08-17 | Millones Peter J |
Open-market sale |
3,632 | $211.03 | $766.5K |
| 2026-08-17 | Millones Peter J |
Open-market sale |
2,627 | $206.58 | $542.7K |
| 2026-08-17 | Millones Peter J |
Open-market sale |
8,660 | $208.05 | $1.8M |
| 2026-08-17 | Millones Peter J |
Open-market sale |
5,019 | $208.73 | $1.0M |
| 2026-08-17 | Millones Peter J |
Open-market sale |
5,174 | $210.00 | $1.1M |
| 2026-08-17 | Millones Peter J |
Open-market sale |
2,890 | $212.32 | $613.6K |
| 2026-08-17 | Millones Peter J |
Open-market sale |
390 | $212.88 | $83.0K |
| 2026-08-17 | Millones Peter J |
Open-market sale |
12,333 | $205.76 | $2.5M |
| 2026-08-17 | Wittman Vanessa Ames |
Open-market sale |
375 | $211.00 | $79.1K |
| 2026-08-12 | Steenbergen Ewout L |
Open-market sale |
1,890 | $212.54 | $401.7K |
| 2026-08-12 | Steenbergen Ewout L |
Open-market sale |
3,899 | $210.80 | $821.9K |
| 2026-08-12 | Steenbergen Ewout L |
Open-market sale |
4,890 | $209.67 | $1.0M |
| 2026-08-12 | Steenbergen Ewout L |
Open-market sale |
860 | $208.65 | $179.4K |
| 2026-08-12 | Steenbergen Ewout L |
Open-market sale |
8,461 | $211.82 | $1.8M |
| 2026-08-05 | Mylod Robert J Jr |
Open-market sale |
1,000 | $206.70 | $206.7K |
| 2026-07-29 | Mylod Robert J Jr |
Open-market sale |
5,000 | $200.00 | $1.0M |
| 2026-07-28 | Wittman Vanessa Ames |
Open-market sale |
1,125 | $192.00 | $216.0K |
| 2026-05-30 | Singh Sumit |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Grier Kelly J |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Mylod Robert J Jr |
Grant/award | 2,240 | — | — |
| 2026-05-30 | Read Nicholas |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Read Nicholas |
Shares withheld for tax | 148 | $167.43 | $24.8K |
| 2026-05-30 | Sievers Kurt |
Grant/award | 1,846 | — | — |
| 2026-05-30 | Rothman Thomas E |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Graddick Weir Mirian M |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Noski Charles H |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Quinlan Larry |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Wittman Vanessa Ames |
Grant/award | 1,583 | — | — |
| 2026-05-30 | Radakovich Lynn Vojvodich |
Gift | 1,200 | — | — |
| 2026-05-30 | Radakovich Lynn Vojvodich |
Gift | 1,200 | — | — |
| 2026-05-26 | Millones Peter J |
Open-market sale |
20,381 | $162.96 | $3.3M |
| 2026-05-26 | Millones Peter J |
Open-market sale |
29,399 | $163.58 | $4.8M |
| 2026-05-26 | Millones Peter J |
Open-market sale |
7,470 | $164.64 | $1.2M |
| 2026-05-26 | Millones Peter J |
Open-market sale |
5,250 | $165.56 | $869.2K |
| 2026-05-12 | Steenbergen Ewout L |
Shares withheld for tax | 12,456 | $157.80 | $2.0M |
| 2026-05-12 | Sullivan Caroline |
Grant/award | 12,674 | — | — |
| 2026-04-17 | Wittman Vanessa Ames |
Open-market sale |
1,125 | $192.00 | $216.0K |
| 2026-04-15 | Fogel Glenn D |
Open-market sale |
4,758 | $185.36 | $881.9K |
| 2026-04-15 | Fogel Glenn D |
Open-market sale |
7,496 | $186.01 | $1.4M |
| 2026-04-15 | Fogel Glenn D |
Open-market sale |
340 | $183.00 | $62.2K |
| 2026-04-15 | Fogel Glenn D |
Open-market sale |
4,132 | $184.35 | $761.7K |
Well-known investors holding BKNG (13F)
| Investor | Quarter | Shares | Reported value | % of their 13F | Change vs prior quarter |
|---|---|---|---|---|---|
| Dodge & Cox | 2026-06-30 | 25,536,950 | $4.6B | 2.38% | Added 2460% |
| AQR Capital Management (Cliff Asness) | 2026-06-30 | 5,100,504 | $909.1M | 0.32% | Added 1501% |
| First Eagle Investment Management | 2026-06-30 | 4,916,494 | $876.3M | 1.46% | New position |
| D. E. Shaw & Co. | 2026-06-30 | 2,019,094 | $359.9M | 0.22% | Added 1277% |
| Harris Associates (Oakmark Funds) | 2026-06-30 | 1,557,503 | $277.6M | 0.37% | New position |
| Millennium Management (Israel Englander) | 2026-06-30 | 1,416,088 | $252.4M | 0.17% | Added 13130% |
| Citadel Advisors (Ken Griffin) | 2026-06-30 | 631,052 | $112.5M | 0.06% | Added 600% |
| Gotham Asset Management (Joel Greenblatt) | 2026-06-30 | 410,502 | $73.2M | 0.17% | Added 3069% |
| Point72 Asset Management (Steve Cohen) | 2026-06-30 | 7,389 | $31.1M | — | Sold out |
| Two Sigma Investments | 2026-06-30 | 134,300 | $23.9M | 0.02% | Added 2434% |
| Lone Pine Capital (Stephen Mandel) | 2026-06-30 | 2,405 | $10.1M | — | Sold out |
| Bridgewater Associates | 2026-06-30 | 42,079 | $7.5M | 0.03% | Added 77824% |
| Baillie Gifford | 2026-06-30 | 37,987 | $6.8M | 0.01% | Added 1183% |