Booking Holdings (NASDAQ: BKNG) dubs itself the "world's leading provider of online travel and related services." But the stock has frustrated investors in recent years, experiencing little net growth between 2018 and 2023. However, this year has seen a solid turnaround with the shares rising nearly 50% and reaching an all-time high above $3,250 per share in August.

There's good reason to believe the internet and direct marketing retail stock could continue to climb higher over the long term. Here's why.

As the owner of Priceline, Kayak, Agoda, and numerous other travel sites, Booking Holdings has built an extensive ecosystem for travelers. This approach has brought more than 3.1 million properties into its ecosystem as of the second quarter of 2023. This is up from just over 2.5 million in the year-ago quarter. That includes hotels and resorts, apartments, homes, and other unique property types.

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Source Fool.com