3 place 0

930 Booking.com runs well over a thousand simultaneous A/B tests at any moment from its Amsterdam headquarters, on an experimentation platform engineers built in the mid-2000s and have patched continuously without ever fully replacing, and a single button colour test passed into company folklore as the change that reportedly earned more than its first three years of trading combined

Silicon Canals
Silicon Canals Editorial Team @ Silicon Canals · 06/16/2026 07:34 EDT

Booking.com runs well over a thousand simultaneous A/B tests at any moment from its Amsterdam headquarters, on an experimentation platform engineers built in the mid-2000s and have patched continuously without ever fully replacing, and a single button colour test passed into company folklore as the change that reportedly earned more than its first three years of trading combined

Inside Booking.com's Amsterdam engineering floors, a homemade experimentation framework from 2007 quietly runs tens of thousands of parallel A/B tests, turning fractions of a percent into billions in bookings.

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