Priceline changes name to Booking Holdings
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Bon voyage, Priceline. The $92bn US travel and leisure search company is changing its name to “Booking Holdings”.
The company said on Wednesday that the changeover, effective immediately, is meant to reflect the shifting dynamic of its brand portfolio. While it started as a single site, travel-booking platform Priceline.com, it now operates six core brands in countries around the world — including Booking.com, now its largest. Other key parts of the company formerly known as Priceline include RentalCars.com, OpenTable and Kayak.com.
Glenn Fogel, the company’s chief executive, said in a statement:
“We are at a defining moment in our company’s history — making this change to more accurately align our company name with our largest business, connect our collective brands to a name that reflects their shared capability to help customers book amazing experiences, as well as better reflect the truly global operation that we have become today.”
The company’s shares rose 18.5 per cent over 2017 and are up 9 per cent so far in 2018.
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