Parent holding company of Booking.com, Agoda, Kayak, and Priceline. The largest online travel company in the world by gross bookings.
Owned brands
At Skift Global Forum, Booking Holdings CEO Glenn Fogel played down AI booking agents, said LLM traffic is "significantly below 1%" of room nights, and pitched Airbnb's hotel push as a possible win for Booking.
In a Hospitality Net op-ed, Booking.com's Peter Lochbihler argues that direct channels still dominate European hotel bookings. HOTREC, which published the underlying study, draws the opposite conclusion about concentration.
Booking Holdings is running five consumer AI projects, including two stealth internal startups and a soon-to-launch Agoda planner, while Expedia scrapped its single chatbot for a multi-agent architecture.
Europe's General Court dismissed Booking Holdings' appeal against the 2023 prohibition of its €1.63bn Etraveli acquisition, endorsing a "reverse leveraging" theory of harm that applies to dominant firms only — leaving Expedia free to keep buying in adjacent categories.
The EU's General Court has rejected Booking Holdings' appeal against the blocked €1.6 billion Etraveli acquisition, endorsing the Commission's view that the deal would have entrenched Booking's dominance in hotel distribution.
Agoda VP of corporate development Timothy Hughes told WiT Queenstown that Reddit has become the number one travel source feeding large language models, and that keeping good content in front of those models is now a commercial necessity for OTAs rather than a moral one.
IHG confirmed in its H1 2026 results that guests can now complete hotel bookings inside Google's AI Mode, with the reservations processed as direct. Booking Holdings says it is also in the pilot.
Booking Holdings is merging the B2B businesses of Agoda, Booking.com and Priceline onto one platform under Agoda CEO Omri Morgenshtern. Priceline partners are already being migrated, and none of it has been announced publicly.
Booking Holdings booked 325 million room nights in Q2 2026, up just 5% year over year, the slowest pace in six quarters. Revenue of $7.35 billion beat expectations, and the company raised its cost-savings target to $650 million.
Booking Holdings shareholders approved an officer liability amendment at the 2026 annual meeting, while a proposal on operations in illegal settlements was rejected with just 10% support.
Booking Holdings is launching BKNG Ads, a unified advertising platform spanning Booking.com, Priceline, and Agoda — the first time partners can buy across all three brands through a single buy.
Booking Holdings grew room nights 6% and revenue 16% in Q1 2026, though the Middle East conflict clipped an estimated two percentage points off growth. Adjusted EBITDA rose 19% to $1.3 billion.