Revitup.Direct Blog

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Booking.com recently announced the launch of its first credit card in the United States, marking a new era for the platform, where its role is no longer limited to travel bookings but now extends into financial services and customer rewards. This strategic move goes beyond simple hotel bookings and aims to build a complete loyalty ecosystem and financial incentive structure around the platform. The new card, called the Genius Rewards Visa Signature, offers rewards for bookings, everyday purchases, and a set of perks primarily targeting frequent travelers who regularly book through Booking.com.

The card allows users to earn 6 percent back in travel credits on hotel bookings, 5 percent on other services like flights or car rentals, and 3 percent on everyday purchases such as dining, fuel, or groceries. There is no annual fee and no foreign transaction fees. Perhaps most notably, all cardholders are automatically upgraded to Genius Level 3 in Booking.com’s loyalty program, which includes discounts of up to 20 percent at participating properties, free breakfast, and room upgrades.

This move is not merely an innovation in the travel booking space. It represents a strategic expansion of Booking.com into a domain long dominated by airlines and major hotel chains, that of branded credit cards and loyalty programs. Through this card, Booking.com seeks to increase customer retention, keep travelers within its own ecosystem, and establish new revenue streams. At the same time, it gathers valuable data on users’ spending habits, not only in travel but also in their day-to-day lives, reinforcing its data-driven business model.

However, the card’s launch has raised concerns among hoteliers. Many independent hotels rely heavily on direct bookings to maintain higher profit margins and avoid the high commission fees imposed by OTAs. With the introduction of this card, customers now have even more reasons to stay within Booking.com rather than visit a hotel’s official website. The psychological value of rewards, combined with Genius perks, creates a competitive advantage that is difficult for hotels to counter without their own robust loyalty systems.

The response from hotels won’t be easy, but it is possible. They must redefine the value of direct booking, not only by offering lower prices but also through meaningful incentives that bring true value to the guest. Personalized offers, room upgrades, flexible cancellation policies, complimentary extras, and exclusive bonuses can all help drive direct reservations. In parallel, strengthening their digital presence through well-designed websites and targeted online marketing is crucial if they want to compete with the OTAs’ reach and visibility.

While the card is currently only available in the US, its success could determine the brand’s international expansion strategy. The global trend shows that major online travel platforms no longer limit themselves to bookings. Instead, they aim to control every aspect of the travel experience, from inspiration and planning to payment and post-trip engagement.

The new Booking.com credit card is just the beginning. It represents a new era in travel, where customer trust will no longer be won solely through price but by who can deliver the greatest overall value. For hotels, this means the competition is no longer just about pricing but about experience, strategy, and the ability to build direct loyalty relationships with guests.