Introduction

Today, organisations use online platforms to reach more audiences and adapt to dynamic consumer needs in this era of the digital economy. For example, Booking.com is a leading player in the travel and tourism industry’s e-commerce arena (Yuan et al. 2023). Consequently, this report analyses business strategy of Booking.com as digital business observing its business model, competitive strategy, online marketing approach as an e-CRM tactic and social media strategy, customer traffic data, and cybersecurity. The study intends to explore the e-business model of Booking.com to identify how the organisation undertakes digital business and areas of improvement. This investigation is relevant to exploring how Booking.com pursues a digital presence and market share in this era of convenience and access-oriented forces that determine organisations’ successes is critical for any other businesses aiming at success. The results of the analysis will reveal Booking.com against its e-business model and how best it can improve its digital potential and its customers.

Booking.com Digital Marketing

Introduction

Background

E-Business model

Strength and Weaknesses

Competitive strategy and digital business

Competitive strategy (Porter Generic model)

Recommendations

Digital Marketing strategy

Recommendations

Customer traffic data

E-CRM and social networking channel

Social Media Networking Channel

Cyber secruity measures

Conclusion

References