A proposal for Booking.com
What if 5–10% of Booking's marketing budget went to good causes instead of Google?
A community affiliate program redirecting $350m+ of annual spend toward charities and local communities — raising €1bn in three years, while matching or beating the ROI of performance and brand marketing.
How does it work?
For community organisers
Sign up your cause — live in 5 minutes & easy to promote
How a sports club, school or charity creates a fundraising page, activates members, and gets promoted through Booking.com's own channels.
For travellers
Inspiring people to travel in a way that is good for them & the world
Two channels, one flywheel: community networks activate people paid media never reaches, while Booking's CRM re-engages lapsed users with a message that cuts through.
Booking.com
Community Program
Haarlem RFC
Book your next trip through us — and help fund our clubhouse renovation
Scan to connect your Booking.com account. Every trip raises money for the club — no extra cost.
Over 2,000,000 hotels, homes and more
Booking Genius rewards
5–10% of booking value for your club
Clubhouse renovation fund67%
Scan to connect
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Booking.com
Genius discounts preserved
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4B
Year 4B Parents
Lisa, Mrs Patel, Sarah and 19 others
7 January
B.
Booking.com
Lisa van den Berg
Hi everyone! We're 67% to our playground goal — book any summer holiday stay before 31 Jan and we get twice as much. Same price for you and you still get Genius discounts.
Takes 2 minutes to connect if you haven't already: Booking.com/st-josephs-primary
10:23 ✓✓
Booking.com
noreply@booking.com
Subject
Your Corsica villa raised €83.40 for Haarlem RFC
Thank you for travelling with purpose.
Your stay at Villa Belvedere, Corsica raised €83.40 for Haarlem RFC — they're now 83% toward their clubhouse renovation. 23 members have contributed this year. You're one of them.
Clubhouse renovation83%
Support a cause on your next trip
Koh Tao Reef
Thailand
RNLI St. Ives
Cornwall
Comic Relief
Global
Booking.com Community Program
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Why now
Three reasons this matters more today
1
Agentic AI is disrupting performance marketing
Google-dependent PPC is structurally at risk. As agentic search absorbs travel intent, owned community channels — app installs, email subscribers, direct relationships — become a durable alternative.
2
A channel with genuine cut-through
Community networks activate people paid media never reaches, while Booking's CRM re-engages lapsed users with a message that cuts through. Together they generate bookings that neither channel could produce alone.
3
A moment to do something genuinely good — at scale
Conflict, communities under pressure, climate change — the world has no shortage of problems. Travel has the scale and the direct relationship with people's lives to make a real difference. 100,000 community & charity affiliates who have chosen your platform are not easily copied.
The opportunity
The numbers behind the program
€1bn+
Fundraising ambition
Annual — year 3 projection
1.5–3×
Target ROI
Adjustable (2–15%) commission
20k+
Bookings per day
Campaigns target higher value bookings
58–78%
Donate to charity
Charities Aid Foundation
29–39%
Give their time
To charitable organisations
~2m+
Community orgs globally
Sports clubs, schools, charities
What next
Just checking — did you see the community & traveller demos?
Explore the concept in two minutes — see the full program page and a community landing page built for a real use case: Program landing page & Community landing page
"Let's talk through the details and explore doing something that can be genuinely good for Booking, travellers and the world."