At ITB Berlin, Darren Huston, President & CEO of Priceline Group, was talking about “milking the cow”, how the Booking.com website is broken into 40 pieces run by 40 teams, and how the booking behaviour has changed so much, if you are not relevant on mobile, you are not relevant.
Huston also talked about the B2B line of business Booking is building out with Booking Suite, following its acquisition of Buteeq.
With Booking Suite, the company can build websites for hotels for a fraction of the costs plus translate into 45 languages, and offer services such as web hosting services, booking engine and a whole set of services. “Most hotel websites are built from brochures, they are not built to convert.”
The question is whether hoteliers are comfortable giving their business to a company on which they are already so dependent for bookings. Said Huston, “It does take a lot of trust – “what, you already get our business, now you want to build our website?” What we want to do is get them out of technology into the hotel business.”
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