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.
Read This Next

Introducing
FX Excursions
FX Excursions offers the chance for once-in-a-lifetime experiences in destinations around the world.
#globility
Insta FeedMay 2025
May 15, 2025Corfu, or Kerkyra, as the Greeks call it, is arguably one of the most beautiful islands in Greece — and one of the most cultured. Part of the Ionian Islands located off the western coast of Greece and Albania, it boasts a storied history dating back nearly 3,000 years and a heritage shaped by many foreign rulers who made it their own.
Sponsored Content
Sail Unique with Explora Journeys
SAIL UNIQUE: A New Chapter in Luxury Ocean Travel Imagine a place where modern European elegance meets the rhythm of the sea — where time slows down, and every detail is crafted to inspire connection and quiet indulgence. This is Explora Journeys, the luxury lifestyle ocean brand from MSC Group created to redefine how we explore the world.
Daily
May 15, 2025Rox Resort to Open November 2025 on Denmark’s Southern Coast
Rox Resort recently announced plans to open its doors Nov. 1 in Køge, a harbor town 30 minutes from Copenhagen. Swedish hospitality group ESS develops the 154-guestroom, design-forward, chef-driven resort.
Daily
May 14, 2025Master Plan in Place for Romanian Black Sea City of Constanta
London-based Foster + Partners architectural firm developed a masterplan for a 93-acre site in the heart of Constanța, a port city on the Black Sea in the Dobrogea historical region of Romania.
Sponsored Content
Explore Europe with the Best River Cruise Line this November
Experience Europe from a fresh perspective with AmaWaterways, just awarded Best River Cruise Line by Global Traveler for the third consecutive year. Step aboard, unpack once and embark on a cruise through iconic capital cities and awe-inspiring landscapes. AmaWaterways' ships, which accommodate an average of just 156 guests, offer a spacious yet intimate setting. Throughout your journey, you'll enjoy exquisite farm-to-table dining; unparalleled service; and a variety of included excursions, from city tours for gentle walkers to thrilling bike rides along the rivers.
Daily
May 14, 20256 Unforgettable Dining Experiences Around the World
Hungry for adventure? These destinations offer unique dining experiences worth the trip.
Hotel Van Zandt Review
eFlyer Reviews
May 14, 2025Viking Launches Exclusive May Sales
eFlyer Deals
May 14, 2025eFlyer Deals
May 14, 2025Get Third Night Free at Participating Santa Barbara, California, Hotels
Visit Santa Barbara launched a new hotel promotion, inviting travelers to save and stay longer to experience more of this coastal destination. The Third Night Free promotion gives guests of participating hotels and resorts a third night free when booking two or more nights.
Sponsored Content
Seoul: Your Next MICE Destination
Seoul has rapidly become a leading global MICE hub, known for its rich culture, advanced technology and strong economy. As the capital of South Korea, it offers a strategic location in East Asia and a booming cultural influence through K-pop, K-movies, Korean cuisine and K-dramas. With its vibrant atmosphere and business-friendly environment, Seoul is increasingly the top choice for MICE organizers and corporate travelers seeking connection and collaboration.
eFlyer Lead
May 14, 2025World Cruises: A Growing Trend?
This week, Crystal Cruises introduced Treasures of the Tides, its most expansive World Cruise to date. The 150-night journey departs in 2028 aboard Crystal Symphony, making it the first time the ship has led a World Cruise itinerary since 2018.
ShareThis