Booking gets north of 50% of bookings, and a similar amount of revenue from Europe. With Britain's impending exit from the EU, and the corresponding hammering of the British pound, there are near term questions as to how this may impact British travelers looking to travel within Europe and even globally.

The competitive environment for Booking Holdings has noticeably ratcheted up in the last few years, partly as a result of a more aggressive AirBnB in Europe, as well as moves that Google is making in the online travel space.

Google has progressively expanded its travel-oriented forays from simply that of flight aggregation, to also making hotel inventory available. It has introduced 'Book with Google' within the last 12 months which allows users to book hotel rooms without leaving the search engine while requiring a hotel ad campaign. This service is now available in the US and a number of countries throughout Europe.