Booking.com Named Official Travel Partner of the Route 66 Centennial, Spotlighting the Great American Road Trip

Rhea-AI Summary

Booking.com (NASDAQ:BKNG) was named Official Travel Partner of the Route 66 Centennial, supporting events and promotions as the historic 2,448-mile route marks its 100th anniversary in 2026. The partnership highlights thousands of stays, car rentals, flexible booking options, and integrated digital and on-site experiences.

Booking.com cites Travel Predictions data showing high road‑trip interest in 2026 and promotes Genius Rewards benefits for travelers planning Route 66 trips.

Key Figures

Travelers wanting road trips: 79% Drawn to social road trips: 77% Route 66 length: 2,448 miles +3 more

6 metrics

Travelers wanting road trips 79% 2026 Travel Predictions survey respondents craving spontaneous, flexible road trips

Drawn to social road trips 77% Survey respondents attracted to road trips to meet new people

Route 66 length 2,448 miles Distance from Chicago to Santa Monica along Route 66

Survey respondents 29,733 Adults across 33 countries and territories in July–August 2025 survey

Countries and territories 33 Scope of Booking.com Travel Predictions 2026 research

US respondents 2,010 US participants in the Travel Predictions 2026 survey sample

Market Reality Check

Price: $4312.44 Vol: Volume 550,957 vs 20-day ...

high vol

$4312.44 Last Close

Volume Volume 550,957 vs 20-day average 333,879 (relative volume 1.65x) ahead of this branding announcement. high

Technical Shares trade below the 200-day MA of 5,315.46, at a pre-news level of 4,284.26, about 26.63% under the 52-week high.

Peers on Argus

BKNG was up 1.04% while key peers were mixed: EXPE +2.39%, CUK +2.12%, TCOM roug...

BKNG was up 1.04% while key peers were mixed: EXPE +2.39%, CUK +2.12%, TCOM roughly flat, and ABNB/RCL modestly negative. With no peers in the momentum scanner and no same-day peer headlines, the move appears more company-specific than sector-driven.

Historical Context

5 past events · Latest: Feb 03 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Feb 03	Leadership change	Neutral	-9.3%	KAYAK CEO transition with founder moving to Executive Chair at Booking.
Jan 28	Product launch	Positive	-1.3%	KAYAK for Business launched Events feature for large corporate travel.
Jan 27	Market research	Neutral	+0.9%	OpenTable data showed broader, inclusive Valentine’s dining trends.
Jan 22	Partnership expansion	Positive	-0.3%	Navan and Booking.com expanded direct API to add inventory and savings.
Jan 21	Earnings scheduling	Neutral	+2.7%	Set date and webcast details for Q4 and FY 2025 results.

Pattern Detected

Recent product and partnership announcements for BKNG brands have often been followed by modest or negative next-day price moves, even when strategically positive.

Recent Company History

Over the last few weeks, BKNG news has centered on product innovation and brand initiatives across its portfolio. KAYAK introduced a corporate Events feature on Jan 28, 2026, and Navan deepened its Booking.com API connection on Jan 22, 2026, both targeting business travel efficiency. OpenTable’s Jan 27, 2026 research highlighted evolving dining trends that support restaurant demand. A leadership transition at KAYAK on Feb 3, 2026 and the scheduled Feb 18, 2026 earnings webcast frame today’s Route 66 Centennial partnership as another brand- and demand-building initiative.

Market Pulse Summary

This announcement ties Booking.com to the Route 66 Centennial and highlights survey data showing 79%...

Analysis

This announcement ties Booking.com to the Route 66 Centennial and highlights survey data showing 79% of travelers craving spontaneous road trips and 77% seeking social experiences. It reinforces BKNG’s focus on experiential travel and broad inventory along a 2,448‑mile iconic route. In context of recent product launches and partnerships, investors may watch how such branding initiatives translate into booking trends heading into the Feb 18, 2026 earnings report.

AI-generated analysis. Not financial advice.

The global travel leader is making it easier to experience one of America's most iconic highways, with thousands of unique stays and unforgettable events along the Mother Road.

NEW YORK, Feb. 11, 2026 /PRNewswire/ -- In a year when 79%* of travelers are craving spontaneous, flexible road trips, Booking.com is making it easier for travelers to hit the road. The global travel leader has been named the Official Travel Partner of the Route 66 Centennial, helping to spotlight one of America's most iconic highways as it approaches its 100th birthday in 2026. It comes at a moment when road trips give travelers what they want most: better value, the freedom to explore multiple destinations, and local experiences at their own pace.

Booking.com's 2026 Travel Predictions highlight that 77% of travelers are drawn to road trips that allow them to meet new people. Route 66 delivers on that promise. Stretching 2,448 miles from Chicago to Santa Monica, the historic route winds through eight states and iconic towns including Tulsa, Amarillo, Albuquerque, and Flagstaff, each offering authentic opportunities for connection during the Great American Road Trip.

Booking.com features over thousands of accommodation options along Route 66, from nostalgic motels to retro-inspired stays. With access to thousands of car rental options, flexible booking features, free cancellation on many properties, and the ability to plan an entire trip in one place, Booking.com makes it easy to build a custom trip from start to finish. The user-friendly app and wide selection of travel and attraction options help ensure that planning a road trip is just as enjoyable as taking one.

"Celebrating 100 years of Route 66 is a once-in-a-lifetime moment that invites travelers to rediscover the spirit of the open road," said Ben Harrell, Managing Director, U.S., Booking.com. "We're proud to support the communities and small businesses that have made the Mother Road such an iconic part of American culture. With thousands of accommodations, rental cars, and unique experiences available along the route, Booking.com is helping travelers plan unforgettable road trips and explore the stories, landmarks, and people that make Route 66 so special."

The Route 66 Centennial will feature numerous events and celebrations throughout the year, with Booking.com integrated across digital platforms and on-site at key moments. As the official travel partner, Booking.com ensures travelers have access to flexible bookings and transportation options to experience the route in any style.

Where to Hit the Road in 2026
From car shows to foodie fests, the Route 66 Centennial is packed with iconic and unexpected events. Booking.com makes it easy to stay close to the action with many worth planning a trip around:

• Albuquerque, NM – April 18–19: Roads & Rails Festival
  • Where train travel meets Route 66 energy. Book Hotel Albuquerque in the heart of Old Town for walkable access and authentic Southwestern charm.
• Springfield, MO – April 30–May 2: National Kick-Off Event
  • The official launch of the Centennial celebration will feature concerts, car culture, and historic walking tours. Book a boutique stay at Hotel Vandivort, a local favorite that fuses history and modern style.
• Amarillo, TX – June 4–13: Texas Route 66 Festival
  • This multi-town, 10-day celebration brings food trucks, vintage car parades, and interactive art to life. Roadtrippers can rest up at The Big Texan Motel, a kitschy roadside gem with a big personality.
• Tulsa, OK – June 27–28: AAA Route 66 Road Fest
  • Classic cars, live music, and a retro revival in Tulsa's Art Deco downtown. Stay at The Mayo Hotel, a glamorous 1925 landmark with rooftop views and vintage flair.
• Springfield, IL – September 25–27: Mother Road Festival
  • 1,000+ classic cars, live music, and a huge downtown block party. Stay at the Inn at 835 Boutique Hotel, a vintage mansion just steps from the action.
• Santa Monica, CA – The Route's End
  • Wrap your journey at the Pacific Coast with beachside sunsets, local eats, and surf-town vibes. Book a room at The Georgian Hotel, an iconic Art Deco property steps from the Santa Monica Pier.

Whether joining a Centennial event or simply chasing the open road, Booking.com is here to help turn a once-in-a-century trip into reality. Visit Booking.com to start planning your Route 66 adventure and make the drive even more rewarding by using the Booking.com Genius Rewards Visa Signature® Card. You'll unlock instant Genius Level 3 status for discounts and room upgrades, plus earn substantial Travel Credits on every mile to help fund your next great American road trip.

Methodology:
*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 2,010 from the US). Respondents completed an online survey in July-August 2025.

About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com's mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com's marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.

About the Route 66 Road Ahead Partnership:
Established in 2016 with the support of the National Park Service and the World Monuments Fund, the Route 66 Road Ahead Partnership's mission is to revitalize and sustain Route 66 as a national and international icon through partnerships focused on promotion, preservation, research, education, and economic development. Only In Your State is the official Publishing Partner to the Route 66 Centennial. Founding Sponsors of the Route 66 Centennial include the Illinois Route 66 Centennial Commission, American Express, AAA Route 66 Road Fest, Cruise America, Harley Davidson, Rand McNally Publishing, and Booking.com. For more information, visit route66centennial.org.

View original content:https://www.prnewswire.com/news-releases/bookingcom-named-official-travel-partner-of-the-route-66-centennial-spotlighting-the-great-american-road-trip-302685217.html

SOURCE Booking.com

FAQ

What does Booking.com (BKNG) being the Official Travel Partner of the Route 66 Centennial mean for travelers in 2026?

It means Booking.com will support Centennial events and offer travel services along Route 66 in 2026. According to Booking.com, travelers get access to thousands of stays, rental cars, flexible bookings, and integrated digital and on‑site support to plan road trips.

How many miles and states does Route 66 cover that Booking.com (BKNG) is spotlighting for the Centennial?

Route 66 stretches 2,448 miles across eight states from Chicago to Santa Monica. According to Booking.com, the route passes through key towns like Tulsa, Amarillo, Albuquerque, and Flagstaff with many nearby accommodation options.

What Traveler data does Booking.com (BKNG) cite to support its Route 66 Centennial partnership?

Booking.com cites its 2026 Travel Predictions showing 79% of travelers favor flexible, spontaneous road trips and 77% seek social connection on road trips. According to Booking.com, the research surveyed 29,733 adults across 33 countries in July–August 2025.

Will Booking.com (BKNG) offer special booking features or rewards for Route 66 travelers in 2026?

Yes. Booking.com will emphasize flexible booking, many free‑cancellation options, and car rentals along the route. According to Booking.com, Genius Rewards Visa Signature cardholders unlock instant Genius Level 3 status and travel credits to fund future trips.

What Centennial events along Route 66 does Booking.com (BKNG) recommend for 2026 planning?

Booking.com highlights several events: Albuquerque Roads & Rails (Apr 18–19), Springfield MO Kick‑Off (Apr 30–May 2), Amarillo Texas Route 66 Festival (Jun 4–13), Tulsa Road Fest (Jun 27–28), Springfield IL Mother Road Festival (Sep 25–27).