Behind Booking.com’s in-house research agency

Dutch travel website Booking built a research capability from scratch that has developed into a strategic insights consultancy within the company.

Often, start-ups are used to having all of their capabilities in-house – it’s part of what makes them fast. Dutch travel search company Booking.com, headquartered in Amsterdam, grew its in-house market research team from scratch beginning in 2015.

Speaking at IIeX (Amsterdam, February 2020), Karolina Tutaj, Director of Insights at Booking.com, explained how the team came together.

Like many dotcom companies, a proximity to large quantities of data had meant that many of Booking.com’s marketing efforts had been about performance first and foremost. The business was an early internet pioneer, having started in 1996, but as it entered its twenties...

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