How Booking.com built a content strategy beyond page views

Travel site Booking.com has invested in a digital B2B publication that offers premium content to the platform’s hotels and B&B partners.

Sade Laja is a former journalist with a seriously impressive pedigree: stretches reporting for the Guardian and the Financial Times, followed by work on brands’ ever-expanding content strategies. She is now editor-in-chief of Booking.com’s digital B2B publication, Click.

When she joined Booking.com, the Amsterdam-based travel site, her task was to put together a content offer of premium articles, interviews, podcasts, and comment pieces that spoke to the platform’s partners: the hotels and B&Bs whose rooms it sells. The publication, she told the directors, would be written by a network of freelance journalists whose work would address the pain points...

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