Why Booking.com Is Worth More Than The Top 4 Airlines Combined

Why is Booking.com worth more than the top four airlines combined, even though airlines control half of all traveler demand?

In this episode of Show Your Value, I sit down with Terry Jones (former CEO of Travelocity, founding chairman of Kayak) to unpack one of the biggest missed opportunities in modern business.

Airlines thought they were in the business of flying planes.
Booking.com understood it was in the business of owning the customer journey.

We dive into:

• Why airlines failed to sell the full trip (hotels, cars, experiences)
• How Booking.com built massive value without owning planes
• The platform mindset that separates winners from losers
• Why selling outcomes beats selling assets
• How AI is creating the next wave of disruption in travel and beyond
• What most leaders misunderstand about their own business model

This is a masterclass in platform strategy, business model evolution, and long-term value creation with lessons that apply far beyond travel.

If you’re a founder, executive, investor, or operator, this episode will change how you think about growth.

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