According to Skift, Booking Holdings plans to create a new entity devoted to B2B.
The forthcoming structure will bring together the B2B teams of the three brands: Booking.com, Agoda and Priceline, in order to offer a unified proposal for partner businesses. The project is currently supervised by Omri Morgenshtern, Agoda’s chief executive, who had previously led the platform’s partnerships and B2B sales activities.
The American media outlet notes that this new organization will take the form of a genuine legal entity. The Booking Holdings teams are still working on the regulatory and HR aspects of this reorganization. At this stage, neither the head of this future entity nor its launch date has been announced.
The forthcoming structure will bring together the B2B teams of the three brands: Booking.com, Agoda and Priceline, in order to offer a unified proposal for partner businesses. The project is currently supervised by Omri Morgenshtern, Agoda’s chief executive, who had previously led the platform’s partnerships and B2B sales activities.
The American media outlet notes that this new organization will take the form of a genuine legal entity. The Booking Holdings teams are still working on the regulatory and HR aspects of this reorganization. At this stage, neither the head of this future entity nor its launch date has been announced.
Booking aims to ride Expedia’s success in B2B?
Still according to Skift, this reorganization comes a few weeks after the launch of BKNG Ads, a joint advertising platform allowing partners to access the audiences of Booking.com, Agoda and Priceline through a single entry point.
Among Booking Holdings’ B2B partners are notably Apple, Microsoft, Citi Travel, Air France-KLM, Lufthansa, Emirates, American Airlines and Southwest Airlines.
Skift recalls that Expedia Group, considered the worldwide leader in this market, posted in Q1 2026 a 25% increase in its B2B revenue, versus 8% for its consumer-facing activities.
Among Booking Holdings’ B2B partners are notably Apple, Microsoft, Citi Travel, Air France-KLM, Lufthansa, Emirates, American Airlines and Southwest Airlines.
Skift recalls that Expedia Group, considered the worldwide leader in this market, posted in Q1 2026 a 25% increase in its B2B revenue, versus 8% for its consumer-facing activities.
