Breaking down data systems and silos, walking in the shoes of your audience and committing to continuous improvement are providing the foundational marketing blocks for how Booking.com manages relationships with its complex network of global partners.
Speaking at this week’s virtual Adobe Summit, Booking.com director of digital experiences, Lydia Kroos, shared how the online travel marketplace is working to lift its experience game from a B2B marketing perspective. For Kroos, Booking.com’s stated brand mission to make it easier for people to experience the world provides the North Star for partner relationships and engagement.
But achieving that is no mean feat. Booking.com has 2.5 million partners globally, providing 29 million listings on the platform. It has 10 message types or topics it’s engaging with its partners around, from legal and commercial advice to brand communications, and it needs to communicate in 43 languages. In addition, the marketing team connects with partners through 12 digital channels, such as in-app and email channels, which are also complemented by physical channels such as field account management.
Step 1: Unite the data and tech
For Kroos, the first step to making this kind of complexity easy is beginning with scale in mind, then taking small steps to get to the desired destination. “We look at the plan and dots on the horizon, but quickly go to…