Publications
Publications
- October 2018
- HBS Case Collection
Booking.com
By: Stefan Thomke and Daniela Beyersdorfer
Abstract
The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing, the leadership team had to challenge conventional assumptions about culture, process, and the management of innovation.
Keywords
Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Digital Transformation; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Travel Industry
Citation
Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.