“However, we're increasingly confident in the potential for these channels. And as we see positive results, we expect to raise our level of participation there.”

In context

“.com's app is encouraging, and we are working hard to continue to build on this success. In the third quarter, we saw a higher mix of our customers booking directly with us than in the third quarter of 2019. A direct mix improved even as we leaned into performance marketing channels during our peak travel season. While we will continue to invest in performance marketing, we will also look to expand the diversity of our marketing and customer acquisition channels, as we aim to drive incremental traffic to our platform and increase consumer awareness of our brands. For example, with our ambition to acquire more customers in the medium intense space, we've made progress in strengthening our foundations for digital marketing, including social channels. Though us spend so far has been small. However, we're increasingly confident in the potential for these channels. And as we see positive results, we expect to raise our level of participation there. Remaining active in investing effectively across marketing channels, is made even more important by the opportunity to acquire focus for new to online booking channels. Travel, like many industries during pandemic, has seen a meaningful shift from offline to online according to third-party data. And this has increased our addressable market. For our support partners, we are focused on bringing incremental demand to their properties from a broad audience of potential customers on our platform. In a certainty of 600 small and medium hoteliers in Europe conducted earlier this year, 85% percent of respondents agreed that online platforms are a cost-efficient way to increase the reach to their hotel and source more diverse, yes. We agree with this statement and believe it applies more broadly”