Booking.com has expanded internationally to partner with 275,000 properties, such as bed-and-breakfasts and hotels, since launching in Amsterdam 10 years ago. Company officials say one of the keys to its success was its early focus on mobile applications. "In 2010, the original leaders of the company saw a lot of iPhone traction in the data we collect. We had already optimised the mobile website in 2009, even did some tests with WAP -– although these were a total failure -- but there was none of the buzz that there was around applications," said Oliver Voute, director of mobile marketing.

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