Priceline changes name to ‘Booking Holdings,’ because that’s what it really does


Priceline’s rebrand to Booking Holdings Inc. might shock Americans who closely associate the travel site with its jingle and famous spokesperson, William Shatner, but the new name better reflects what the company’s many parts actually do, experts say.

Moreover, Booking.com is the real star around the world.

Booking Holdings’ PCLN, +1.59% brands include OpenTable, a restaurant reservation site, and Kayak, a travel site for airline tickets and other services, in addition to Priceline, which offers services similar to Kayak, and Booking.com, focused on online accommodation reservations.

In its announcement, Booking Holdings said that a “significant majority” of its gross bookings and operating profit come from Booking.com, which has more than 1 million bookings each day.

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