Priceline doubled down on Booking.com in the recession and outpaced rival travel sites

Even as the 2008-09 recession depressed travel, Priceline increased its online marketing spend behind Booking.com while competitors like Expedia and Orbitz reduced theirs.

Priceline's international operations, dominated by Booking.com in Europe and Agoda in Asia-Pacific, kept growing through the downturn.

Priceline executives said its booking.com business registered strong growth in gross bookings and hotel partners despite the weak economy, and it expanded its hotel supply to more than 73,000 properties.

The counter-cyclical marketing bet let Priceline gain share in Europe and build a durable position in online hotel bookings.

Priceline's international businesses booked about $1.7 billion in Q3 2009, up 38% in dollars and 48% on a local-currency basis, while competitors cut marketing.

Priceline increased online marketing spend while rivals cut theirs.

Booking.com's inventory of international hotels let it keep booking through the recession.

The recession pushed budget-conscious travelers toward online deals.

Expedia and Orbitz pulled back in Europe, handing Priceline share.

When rivals pull back on marketing during a downturn, increasing spend on an already-working product can take the lead — especially when that product is cheaper than the incumbents' model.

Priceline continued to compound its international hotel business, with Booking.com and Agoda driving years of strong growth and an elevated share price through 2010 and beyond, becoming one of the most valuable online travel companies.