Booking.com (Travel)

Booking.com’s SEO strategy revolves around programmatically creating hyper-relevant pages for every travel search. The site auto-generates pages for nearly every geographic coordinate: cities, neighborhoods, attractions, and accommodations. It pulls live data (room availability, prices, reviews) via internal APIs into these pages.

Additionally, user personalization (logged-in users see recent searches and price alerts) and a robust A/B testing engine continuously refine which page templates convert best.

Strategy

Global travel page generation. Booking.com’s approach ensures there’s a high-quality page for every conceivable search intent (e.g. “hotels near [landmark],” “things to do in [city]”). This leverages their inventory and review database at massive scale.

Execution

Template + tech. Each accommodation page uses structured URLs and schema, with meta-data updated from the API. The site’s engineering teams constantly experiment with landing page layouts to maximize bookings. A fast, mobile-friendly site architecture allows Google to crawl and index their millions of listings.

Results

Unmatched traffic. SEMrush reports ~464M total visits to Booking.com in a recent month (May 2025), with about 281M from organic search. This makes Booking.com one of the most visited sites globally.

Impact

Search dominance in travel. By occupying virtually every hotel/accommodation SERP, Booking.com captures travelers early in the funnel. Their SEO-driven traffic underpins millions of bookings, giving them a virtuous cycle of scale: more inventory and reviews lead to more SEO visibility, which brings more customers.

Booking.com Live Portals

Find your next stay

Booking.com

City to City Flights

Find and compare flights between major cities, like San Francisco to New York, with flexible date options.

Booking.com

Help Center & Support

Get assistance with bookings, cancellations, refunds, and other travel-related questions.

Booking.com

Destination Flights

Discover flights to popular destinations like New York City with comprehensive search options.