Priceline Group has announced it is changing its name to Booking Holdings, effective immediately.
Booking Holdings stock will begin trading under the new ticker symbol, BKNG, on February 27th.
The group is the world’s leading provider of digital travel experiences.
Glenn Fogel, chief executive of Booking Holdings, said: “Over the last two decades, our business has expanded from just priceline.com, operating solely in the United States, into six primary brands with headquarters around the globe, operating in more than 220 countries and territories in over 40 languages, fulfilling one unified mission of helping people experience the world.
“Today, our largest brand is Booking.com, which has more than 1.5 million properties, averages over one million bookings per day and produces a significant majority of Booking Holdings’ gross bookings and operating profit.
“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.”
Booking Holdings consists of six primary brands: Booking.com, priceline.com, KAYAK, agoda.com, Rentalcars.com and OpenTable.
Booking Holdings, the parent organisation, will continue to operate out of its current headquarters in Norwalk, CT, USA.