Client Overview
The client is Booking.com, a global leader in travel and hospitality. They aim to strengthen their market share in the vacation rental sector by engaging both professional Vacation Rental Property Management Companies (PMCs) and Self-Managed Property Owners. Their focus spans major international markets, including the United States, United Kingdom, France, Italy, Spain, Australia, and Germany.
Challenges
Despite their dominant market position, Booking.com faced significant hurdles in maintaining a high-quality database for their niche outreach:
- Data Decay and Inaccuracy: Existing databases contained outdated contact details, resulting in over 124,000 bad or bounced emails across their PMC and Owner segments.
- Targeting Inefficiency: Marketing efforts were hindered by “Technographic Blindness,” where the team could not easily distinguish between high-value short-term rental managers and irrelevant commercial/long-term lease managers.
- Information Gaps: Many records lacked critical decision-maker data, such as job titles, direct phone numbers, and social media links, preventing effective multi-channel engagement.
- High Maintenance Costs: Manually cleansing a database of over 715,000 total records was resource-intensive and prone to human error.
Objectives
- Cleanse and Remediate: Identify and correct or remove inaccurate data for 541,613 PMC records and 175,011 Owner records.
- Global Data Acquisition: Source and verify approximately 90,000 new contacts across 20,000–30,000 specialized property management companies.
- Sustain Pipeline Growth: Establish a monthly delivery cadence of 1,000–2,000 fresh, valid contacts throughout 2026.
- Hyper-Personalization: Enrich records with granular data (e.g., number of properties managed, company revenue, and industry) to facilitate tailored marketing outreach.
The Solution
LakeB2B implemented a comprehensive, multi-phase data enhancement and sourcing strategy:
- Precision Data Sourcing & Segmentation: We isolated property managers specializing exclusively in short-term rentals (Airbnb/VRBO style), specifically excluding commercial and annual lease entities to ensure high lead relevancy.
- Deep Enrichment Layer: For a one-time project of 90,000 contacts, we added critical intelligence including Founded Year, Number of Vacation Rental Properties, and Company Revenue.
- Multi-Stage Validation: Utilizing both automated tools and manual Tele-Verification, we cleared 10,545 bad emails from the PMC database and 114,326 from the Owner database, replacing them with verified alternatives.
- Continuous Refresh Cycle: A 12-month subscription service was established to deliver monthly updates, ensuring Booking.com’s sales team always has access to the most recent market entrants.
Results
The campaign transformed the client’s database from a liability into a high-performing asset:
- Massive Scale Enrichment: Successfully processed and enriched over 716,000 total records across two primary databases.
- Strategic Pipeline Build: Identified 4,500+ verified decision-makers in a single targeted segment and delivered up to 18,000 new records for the 2026 calendar year.
- Optimized Deliverability: Drastically reduced bounce rates by remediating over 124,000 invalid email addresses.
- High-Value Intelligence: Provided a comprehensive view of the competitive landscape, including property counts and revenue tiers for target companies.
Client Testimonial
“The depth of data LakeB2B provided changed our entire approach to the vacation rental market. We stopped wasting time on bounced emails and started having meaningful conversations with property managers who had the exact inventory we were looking for. The ability to see the number of properties managed before we even made the first call was a game-changer for our sales efficiency.” — Director of Global Supply, Booking.com