Booking.com

Stefan  Thomke; Daniela  Beyersdorfer

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Case | HBS Case Collection | October 2018

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;