PR Case Study - Booking.com

Established in 1996 in Amsterdam, Booking.com has grown from a small Dutch startup to one of the largest travel e-commerce companies in the world. When communications and PR started to gain traction at Booking.com almost a decade ago, the growing team had to respond to a need to scale their work with media effectively. Since they have autonomy to choose the tools that best meet the evolving demands of their work, they began looking for a solution that allowed them to organize their work and deliver consistent, yet localized communications at scale.

Presspage is a truly valuable partner to us, providing us with an easy-to-use, scalable platform that enables us to share our story consistently and in an engaging way with media around the world. The team’s responsive and creative approach is vital in supporting our unique and ever-evolving communication needs.

Kristofer Barber

Director Global Communications, Booking.com

Global ways of working that reach every corner of the world

Booking.com’s Global Communications team, headquartered in Amsterdam and spread across five continents, produces a wealth of content on a monthly basis. Local teams then receive and decide how best to tailor and distribute to the media. With a proactive external communications presence in 28 markets and over 20 languages and dialects globally, it is no easy feat.

Leveraging Presspage as a communications and publishing platform, which is utilized by both internal employees and external agency resources, has allowed them to establish a more proactive and consistent communications approach that both builds and protects their brand reputation with the media.

The quality of content on their newsrooms improved significantly and journalists have started to go there first for the latest on company news and relevant data-driven insights, as well as general information about the brand, which has helped them communicate a consistent message globally.

“Communications is usually not one of the teams that companies invest in first, particularly when they are in the startup or scale-up phase in their business. Unfortunately, people don’t often think about PR until things go wrong. However, the most successful way to go about building and managing your reputation is to have a proactive approach – engage in positive and constructive storytelling when you’re not in the middle of a crisis”, says Kristofer Barber, Booking.com’s Director of Global Communications.

A solution that adapts to the team’s needs

The team at Booking.com is aware that the media landscape is in constant evolution and that they have to be quick to adapt. These changes place communications teams in a position where they are providing input to the decision-making process at the highest levels of their organizations and contributing to overall efforts to build and maintain a brand using their expertise with media. Presspage became the perfect solution for teams like theirs, removing unnecessary hurdles that got in the way of content creation and distribution at a global scale and allowing them to stay focused on their goals.

As more companies realize the importance of including communications teams in their business decisions, teams like the Booking.com one are taking on that responsibility and embracing the important role that communications plays in overall marketing and brand building efforts.

“Presspage is a truly valuable partner to us, providing us with an easy-to-use, scalable platform that enables us to share our story consistently and in an engaging way with media around the world. The team’s responsive and creative approach is vital in supporting our unique and ever-evolving communication needs.”

Kristofer Barber
Director, Global Communications, Booking

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