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The Priceline Group Now ‘Booking Holdings, Inc.’

by Allie Moore

Apr 6, 2018

© Piotr Trojanowski | Dreamstime.com

Feature

As of late February, The Priceline Group is now Booking Holdings, Inc. — a clear nod to the parent company Booking.com.

Six hospitality brands fall under the parent company including Booking.com, Priceline.com, Kayak, Agoda, Rentalcars.com and OpenTable. With its headquarters to remain in Norwalk, Conn., Booking Holdings will now trade under the BKNG stock symbol.

The name change comes after years of discussion surrounding expansion and diversification of the brand’s services, reflecting Booking.com’s position as the profit majority of the business. With more than 1.5 million rental properties listed in more than 200 countries, Booking.com generates approximately 1 million reservations each day.

The term “booking” also applies to what each of the parent company’s businesses do for its consumers, whether it be to find the best dinner tables in a local neighborhood or to reserve a rental car when traveling abroad.

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