And with 424,000 properties in total globally, Booking is only “scratching the surface of the iceberg” in terms of product, according to its chief marketing officer Paul Hennessy. Future plans include expanding the product mix, adding more B&Bs and even holiday cottages, while winning customers by stopping at nothing to make sure it is the best shopping portal out there. It will also increasingly help users not only find their ideal accommodation but destination too by matching their specific requirements to known location attributes. With enormous scale comes the possibility of capturing ever increasing amounts of consumer data with which to hone its offering. The 25 million “real, relevant and recent” reviews it has from customers, as well as the mining of data from social media, means Booking.com has a treasure chest of data on product and customers. Get the full story at Travolution