When the ecommerce company started to think about brand for the first time, the question was not "Do we want to be an iconic brand in the travel industry?" but "Where will we get growth after we see the initial return from Google?"

Booking.com’s brand advertising was purely about "filling the funnel" but in 2017 it "started to consider incrementality and intent".

The brand was also facing a sector that was becoming increasingly commoditised. "In order for us to generate sustained growth, we have a hypothesis that we have to be a much more differentiated brand," Andrew Smith, Director global market communications, Booking.com, said – and this required an increased focus on brand advertising.