DA Davidson analyst Tom White initiated Booking Holdings (BKNG) with a Neutral rating and a price target of $2,260. White notes that as the leader in the online travel agency market, the company has a "tremendous" execution story and a playbook of maximizing hotel supply while also citing its data-driven customer acquisition marketing and "maniacal" e-commerce conversion optimization process. The analyst also points to Booking Holdings' push into "alternative accommodations" as well as further building its brand in high-growth markets like Asia. White warns however that in 2018 the company is facing greater supply competition from Expedia (EXPE) while also adjusting its marketing mix to favor "less accountable brand/TV advertising", opting for a more favorable valuation on the stock.

WEX (WEX) announced that it has reached a new long-term agreement with Booking.com (BKNG), effective April 2024. This agreement distinguishes WEX as Booking.com's preferred virtual card provider as it continues providing WEX payment solutions in support of Booking.com's payments vision to make buying and selling travel-related products and services easier for everyone. "With more than 800,000 active customer relationships worldwide, WEX is proud to work with eight of the top ten online travel agencies globally, including Booking.com," said Carlos Carriedo, WEX's Chief Operating Officer, International. "Building on years of working together, we remain committed to delivering WEX's deep expertise in both payments and travel, as well as the reliability of our technology platform, to help Booking.com power its B2B travel payment activities 24/7 and 365 days/year at scale, globally." Booking.com first became a WEX customer in 2013. Over a decade later, WEX now processes payments for Booking.com across the world.