Booking Holdings Prints $9 Billion in Free Cash Flow. Your OTA Commission Check Is in There Somewhere.
Booking Holdings just posted a year where room nights grew 8%, free cash flow hit $9.1 billion, and they're plowing $700 million into AI and loyalty to make sure your guests keep booking through them. The question every operator should be asking isn't whether Booking had a good year... it's how much of that year came out of your margin.