Booking.com brand profile U.S. 2023

How high is the brand awareness of Booking.com in the United States?
When it comes to travel portal users, brand awareness of Booking.com is at 84 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Booking.com in the United States?
In total, 51 percent of U.S. travel portal users say they like Booking.com.

What is the usage share of Booking.com in the United States?
All in all, 45 percent of travel portal users in the United States use Booking.com.

How loyal are the users of Booking.com?
Around 37 percent of travel portal users in the United States say they are likely to use Booking.com again. Set in relation to the 45 percent usage share of the brand, this means that 82 percent of their users show loyalty to the brand.

What's the buzz around Booking.com in the United States?
In June 2023, about 47 percent of U.S. travel portal users had heard about Booking.com in the media, on social media, or in advertising over the past three months.

Booking.com brand awareness, usage, popularity, loyalty, and buzz among travel portal users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

815 respondents

Age group

18-64 years

Special properties

respondents who use travel portals

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to travel portals, which of the following brands do you like?
Brand usage: When it comes to travel portals, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to travel portals, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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