HIGHLIGHT
Enterprise AI White Label Platform - Product Strategy Lead
Strategic product vision for scalable B2B2C white label travel platform
Problem
Enterprise partners (airlines, banks, loyalty programs) needed fully branded travel platforms with brand continuity across the entire customer journey, but Booking.com's existing solution was only 70% complete—a half-baked solution that didn't meet partner needs while still requiring high maintenance. Partners wanted custom styling, messaging, supply customization, mobile app support, and seamless loyalty integration. How might we create a scalable Enterprise White Label platform that enables full customization while maintaining operational efficiency?
What I did
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Led product strategy and vision design for Enterprise White Label platform, defining three-horizon roadmap (Profitability 24-25, Customization at Scale 26-27, Branded Platform as a Service 28+)
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Conducted competitive analysis benchmarking against Expedia, Rocket Travel by Agoda, Travel Payouts, and others to identify must-have features and differentiators
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Designed AI custom site generator as key differentiator—enabling partners to launch branded travel stores with a few prompts, reducing engineering time and time-to-market
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Created scalable customization architecture supporting full funnel customization: custom styling, messaging, supply ranking, preferred supply, content integration, and mobile app support
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Designed brand continuity across entire customer journey—from traffic generators through landing platforms, loyalty & redemption, to customer service
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Established design system and component architecture that enabled 100% customization while maintaining scalability and reducing maintenance overhead
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Conducted partner research and account manager interviews to validate demand, prioritize features, and understand partner needs
My key contribution
Led product strategy and vision design for Enterprise White Label platform, defining three-horizon roadmap and AI-powered customization approach to address $2.2B TTV opportunity.
Highlight:
I led the product strategy for Enterprise White Label, defining a three-horizon roadmap (Profitability, Customization at Scale, Branded Platform as a Service) and designing AI custom site generator as a key differentiator. Through competitive analysis and partner research, I created a strategic vision that addressed the $2.2B TTV opportunity while enabling 100% customization at scale through unified architecture and automation.
Results & Impact
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$2.2B TTV opportunity identified (750.6K GBTR) across 15 main prospects and 7 lost/at-risk deals
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Three-horizon roadmap defined: Profitability (24-25), Customization at Scale (26-27), Branded Platform as a Service (28+)
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70% solution analyzed with clear path to 100% customizable platform
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Competitive analysis completed benchmarking against Expedia, Rocket Travel, Travel Payouts
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AI custom site generator designed as key differentiator reducing time-to-market
Overview
Booking.com's Enterprise White Label platform serves major enterprise partners including airlines, banks, and loyalty programs—a $2.2B TTV opportunity with 15 main prospects and 7 lost/at-risk deals. The Partnerships department needed to compete in the B2B2C white label market against established players like Expedia, Rocket Travel by Agoda, and Travel Payouts. However, the existing solution was only 70% complete—a half-baked platform requiring high maintenance with 1,797 custom hybrid pages for 557 partners that weren't connected to the main platform. With infrastructure deprecation looming, the department needed a strategic vision for a scalable Enterprise White Label platform that could enable full customization while maintaining operational efficiency—all within a competitive market where partners demanded brand continuity across the entire customer journey.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Booking.com.
How might we create a scalable Enterprise White Label platform that enables full customization while maintaining operational efficiency?
How I structured the problem space to guide design decisions
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scalability through unified architecture that reduces maintenance
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customization through flexible design system supporting 100% partner customization
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differentiation through AI-powered tools and seamless brand continuity
Using competitive analysis and partner research, I identified that the key was creating a platform that enabled full customization at scale while reducing operational overhead through automation and unified infrastructure.
Information Architecture
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Designing modular, scalable components that integrate across the product ecosystem
Approach
Benefits
- •Reduces technical debt through reusable components
- •Enables faster iterations and scalability
- •Creates enterprise-scale solutions
Navigating complexity through cross-functional collaboration
I worked closely with product managers to define the three-horizon roadmap and prioritize features, with engineering teams to understand technical constraints and infrastructure dependencies, with account managers to gather partner requirements, and with leadership to secure buy-in and funding. I facilitated competitive analysis benchmarking against Expedia, Rocket Travel, and Travel Payouts, and conducted partner research to validate demand. Regular syncs with stakeholders across Strategic Partnerships, Platforms, and Engineering ensured alignment on the vision and roadmap.
Challenges and trade-offs
This project required balancing full customization with scalability, addressing infrastructure deprecation, and competing in a mature market.
Key Challenges and Solutions
Half-Baked Solution with High Maintenance
The existing solution was only 70% complete but still required high design support and maintenance. I designed a unified hybrid architecture that would migrate existing custom solutions into a scalable platform, reducing maintenance while enabling full customization.
Infrastructure Deprecation and Customization Limitations
Infrastructure changes would make current custom code obsolete, and new infrastructure would limit customization requests. I designed a modular architecture with design tokens and component system that enabled customization without hard-coding, ensuring future infrastructure changes wouldn't break partner customizations.
Competing in Mature Market
Competitors like Expedia and Rocket Travel already had mature white label solutions. I identified AI custom site generator as a key differentiator—enabling partners to launch branded stores with a few prompts, reducing engineering time and time-to-market compared to legacy custom website building approaches.
Balancing 100% Customization with Scalability
Partners needed full customization (styling, messaging, supply, content), but we needed to maintain scalable architecture. I designed a flexible design system with customization points for all partner needs while keeping core booking functionality consistent, enabling brand customization without code duplication.
What I learnt
Leading the Enterprise White Label product strategy taught me that strategic design thinking requires both outside-in and inside-out perspectives. By conducting competitive analysis and partner research, I understood what partners needed and how competitors were solving it. By analyzing our existing 70% solution, I identified what we had and what was missing. The key was creating a vision that addressed partner needs while leveraging our strengths (like AI capabilities) and solving our weaknesses (infrastructure deprecation, maintenance overhead). This experience reinforced the importance of competitive intelligence and partner research in product strategy, where understanding the market and customer needs is crucial for creating winning strategies.
Feedback
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