As of late February, The Priceline Group officially changed its name to Booking Holdings, Inc., reflecting the company’s leading brand, Booking.com.
Booking Holdings is the parent company for six major travel and hospitality brands: Booking.com, Priceline.com, Kayak, Agoda, Rentalcars.com and OpenTable. The company will retain its headquarters in Norwalk, Connecticut, and will trade on the stock market under the symbol BKNG.
The rebranding follows years of strategic expansion and diversification across the travel and hospitality sectors. Booking.com represents the largest portion of the group’s revenue and market presence, with more than 1.5 million rental properties listed across 200+ countries and roughly one million reservations processed each day.
Beyond accommodation bookings, the Booking Holdings portfolio covers a broad range of consumer travel needs. Its brands help travelers and diners find and reserve hotels, vacation rentals, rental cars and restaurant tables, offering a cohesive set of services under a single corporate identity.