Brigit Zimmerman Named Chief Executive Officer of Priceline

Rhea-AI Summary

Priceline (NASDAQ:BKNG) announced that Brigit Zimmerman will become Chief Executive Officer effective January 1, 2026. Zimmerman has served as Priceline's Chief Commercial Officer since 2022 and joined the company in 2013 after earlier leadership experience at United Airlines and an MBA from Indiana University's Kelley School of Business.

Current CEO Brett Keller, who has been with Priceline for 26 years and CEO since 2016, will retire and continue as Special Advisor to the CEO until May 1, 2026. Booking Holdings CEO Glenn Fogel commented on Zimmerman's commercial and innovation experience as relevant to Priceline's next chapter.

Positive

• Internal succession with Zimmerman's promotion effective Jan 1, 2026
• Zimmerman served as Chief Commercial Officer since 2022
• Zimmerman brings 12 years at Priceline (joined 2013)
• Advisory overlap preserves leadership continuity until May 1, 2026

Negative

• Loss of long-tenured CEO Brett Keller after 26 years with Priceline

News Market Reaction

+2.47%

1 alert

+2.47% News Effect

On the day this news was published, BKNG gained 2.47%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Current Chief Executive Officer, Brett Keller, to Retire from Priceline

NORWALK, Conn., Nov. 12, 2025 /PRNewswire/ -- Booking Holdings, the world's leading provider of online travel and related services, and parent company of consumer-facing brands including Booking.com, Priceline, Agoda, KAYAK and OpenTable, today announced that Brigit Zimmerman has been named Chief Executive Officer of Priceline effective January 1, 2026.

Brigit Zimmerman has served as Priceline's Chief Commercial Officer since 2022, and has worked closely with current Chief Executive Officer, Brett Keller, for many years. After 26 years at Priceline and serving as CEO since 2016, Brett Keller will continue to serve as Special Advisor to the CEO until May 1, 2026.

"Brett has been an exceptional leader at Priceline, guiding the company's growth, innovation and deep commitment to its customers over the years," said Glenn Fogel, Chief Executive Officer of Booking Holdings. "We're thankful for his outstanding contributions, and pleased to welcome Brigit Zimmerman as the new Chief Executive Officer of Priceline."

"Brigit has played a pivotal role in shaping Priceline's strategy and success over the years, driving commercial operations and advancing Priceline's innovation agenda," continued Glenn Fogel. "She brings the energy, insight and deep industry experience to lead Priceline's next chapter, continue its momentum, and deliver even greater value to customers, partners, and employees."

"It's an incredible honor to lead Priceline into its next chapter," shared Brigit Zimmerman, Chief Commercial Officer at Priceline. "From the start, Priceline has redefined what's possible in travel through bold ideas and transformative technology. I'm excited to build on that legacy of innovation to drive incremental growth and make it even easier for more people to experience the world through affordable travel."

Brigit Zimmerman joined Priceline in 2013 as Senior Vice President Flight & Packages, and was later promoted to Senior Vice President, Hotel, Flights & Packages, before being appointed as Chief Commercial Officer in 2022. Prior to joining Priceline, Zimmerman held a leadership role at United Airlines and earned a Masters of Business Administration from Indiana University's Kelley School of Business.

About Booking Holdings
Booking Holdings (NASDAQ: BKNG) is the world's leading provider of online travel and related services, provided to consumers and local partners in more than 220 countries and territories through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK and OpenTable. The mission of Booking Holdings is to make it easier for everyone to experience the world. For more information, visit BookingHoldings.com and follow us on X @BookingHoldings.

About Priceline
Priceline, part of Booking Holdings Inc. [NASDAQ: BKNG], has been a leader in online travel for twenty-five years. Priceline's proprietary deals technology pairs negotiation with innovation to analyze billions of data points to generate deep discounts for customers they can't find anywhere else. Travelers have access to millions of hotels, flights, alternative accommodations, rental cars, cruises, vacation packages and experiences from trusted brands in over 116 countries around the world, 24/7 customer service and incremental savings when becoming a Priceline VIP. By making affordable travel within reach for all, Priceline helps millions of customers each year be there for the moments that matter to them. Because where your happy place meets your happy price, that place is Priceline.

View original content to download multimedia:https://www.prnewswire.com/news-releases/brigit-zimmerman-named-chief-executive-officer-of-priceline-302611986.html

SOURCE Booking Holdings

FAQ

When will Brigit Zimmerman become CEO of Priceline (BKNG)?

Brigit Zimmerman will become CEO effective January 1, 2026.

What role will Brett Keller hold after stepping down as Priceline CEO?

Brett Keller will serve as Special Advisor to the CEO until May 1, 2026.

How long has Brigit Zimmerman worked at Priceline before the CEO appointment?

Zimmerman joined Priceline in 2013, giving her roughly 12 years at the company by 2025.

What experience does Brigit Zimmerman have relevant to leading Priceline (BKNG)?

She served as Priceline's Chief Commercial Officer since 2022 and held prior leadership at United Airlines.

Since when has Brett Keller been Priceline's CEO and when did he join the company?

Brett Keller has been CEO since 2016 and was with Priceline for 26 years total.

Will Priceline provide financial guidance related to the CEO transition?

The announcement does not include any financial guidance or changes to company guidance.