Booking.com excited by ‘incremental ROI’ of social media spend
Booking.com claims it is able to measure the incremental ROI of its social channels thanks to a “bespoke model” developed in collaboration with Meta.
Booking.com is switching its attention from brand marketing to investing more in social media, expressing excitement about the prospect of “attractive incremental ROI”.
Speaking on an investor call today (21 February), CFO of parent company Booking Holdings, Ewout Lucien Steenbergen, described social media as a “big area of investment” for the company.
“I would very much like to call out also how excited we are about the development of social media channels. This is a big area of investment for us,” he said.
