Booking.com is considered to be the most popular online rental platform of all kinds. Since its founding in 1996 until today, Booking.com has grown from a small business into a giant of the tourism world. Booking.com is the middleman between guests seeking their accommodation and providers of all types of accommodation. Of course, such success and development would not be possible without the development of the internet itself and the internet business. The new era of technology has enabled such a simple business model for renters and quick and easy reservation of accommodation for guests. In order for renters to show their accommodation in the best light and achieve a good competitive position, Booking.com evaluates accommodations based on statistics. This paper will try to get a closer look and explain how the algorithm of one of the largest online sales channels, Booking.com, works. In the context of rapidly changing world and in all aspects of business, it is important to develop a quality strategy that will enable better business. The development of technology in this case leaves companies with no choice, they are forced to continuously improve and develop their services in order to survive. Booking.com faces many strong competitors, so developing an algorithm is one of the ways it remains the best on the market. This paper outlines the conditions that renters need to meet in order for their ad to be ranked as high as possible on Booking.com. Each segment of the algorithm is described separately and provides insight into how to improve the quality of the page and therefore its ranking. Comparison with the algorithms of the largest competitors gives an insight into the importance of understanding each algorithm separately. Certain features that represent the benefits of Booking.com's algorithm are not equally relevant to some other platforms, and vice versa. As in the case of other sites, there are positives and negatives, and insight is provided by showing all the pros and cons and SWOT analysis.