That's correct, Booking was the largest Adwords spender. I worked on their adwords integration then. Good fun.
I wouldn't immediately consider the hotel metasearch products a problem for booking. It shifts traffic to different paid channels with different tradeoffs (eg. less fine grained control of spend if it's a revshare model). I ran the product development in marketing for a little while. Some years ago (ie. late in the game, largely due to politics), we started investing in cross channel attribution models to better direct spending.
Disclosure: I no longer work for Booking, though. I do work for Google, but am in NO way involved in Ads or travel and an not trying to comment on the company's business.
Ah, I'd be out of date then. Go back a few years and my info would've been authoritative. I was running product development for booking's marketing department then, including the meta search integration.
I wouldn't immediately consider the hotel metasearch products a problem for booking. It shifts traffic to different paid channels with different tradeoffs (eg. less fine grained control of spend if it's a revshare model). I ran the product development in marketing for a little while. Some years ago (ie. late in the game, largely due to politics), we started investing in cross channel attribution models to better direct spending.
Disclosure: I no longer work for Booking, though. I do work for Google, but am in NO way involved in Ads or travel and an not trying to comment on the company's business.