Southwest Airlines Takes Off with Priceline: More Flights, More Smiles, Same Great Fares, Now Available Directly on Priceline

Rhea-AI Summary

Priceline (NASDAQ:BKNG) has announced a significant partnership with Southwest Airlines, enabling customers to book Southwest flights directly through Priceline's platform and across other Booking Holdings brands including Booking.com and Agoda.

The collaboration gives travelers access to Southwest's complete fare inventory, including all fare types and over 4,000 daily flights to more than 100 destinations across the U.S., Mexico, Central America, and the Caribbean. Customers booking through Priceline will maintain eligibility for Southwest's Rapid Rewards program while also earning Priceline VIP status.

Positive

• Strategic partnership expands distribution network for both companies
• Access to Southwest's extensive network of 4,000+ daily flights
• Customers can earn both Rapid Rewards and Priceline VIP status
• Integration across all Booking Holdings brands enhances market reach

Negative

• None.

Insights

Travel Industry Analyst

Booking Holdings gains valuable Southwest Airlines inventory across its platforms, expanding its competitive position against other OTAs.

This strategic partnership between Booking Holdings and Southwest Airlines represents a significant distribution expansion for both companies. For Booking Holdings (BKNG), adding Southwest's extensive inventory of 4,000+ daily flights to over 100 destinations provides a crucial competitive advantage in the U.S. domestic market where Southwest holds substantial market share. Previously, Southwest had maintained a relatively restricted distribution strategy, primarily selling through its own direct channels.

The integration across multiple Booking Holdings brands (Priceline, Booking.com, and Agoda) creates an immediate inventory expansion that addresses a notable gap in BKNG's U.S. domestic flight offerings. This allows BKNG to provide more comprehensive comparison shopping, potentially increasing conversion rates and transaction volume on its platforms.

From a customer acquisition perspective, this partnership enables BKNG to attract Southwest's loyal customer base while maintaining their ability to earn Rapid Rewards points. Simultaneously, Southwest gains access to BKNG's massive global customer network, particularly international travelers planning U.S. itineraries who typically book through OTAs rather than airline-direct channels.

The agreement supports BKNG's strategy of building a more comprehensive travel ecosystem, reducing the need for customers to shop across multiple platforms. By offering Southwest's various fare bundles with transparent inclusion details, BKNG strengthens its value proposition against competitors like Expedia and direct booking channels.

Iconic travel brands team up to get travelers to their happy places for a happy price

NORWALK, Conn. and DALLAS, Aug. 6, 2025 /PRNewswire/ -- Priceline, the OG of online travel deals, is adding even more reasons to go to your happy place with the arrival of Southwest Airlines^®. Starting today, travelers can search and book Southwest's inventory directly on Priceline, unlocking more ways to compare, customize and save on flights. Customers booking their Southwest flights through Priceline are still eligible to earn Rapid Rewards.

Through the partnership, Southwest flights are also now bookable across the Booking Holdings portfolio of brands, including Booking.com and Agoda.

"Our goal is to be the best travel dealmaker in the world. Collaborating with Southwest, one of the most trusted names in air travel, is a natural next step in our mission to do so," said Brigit Zimmerman, Chief Commercial Officer at Priceline. "Adding their fares to our lineup means more choice and more value for the millions of Priceline customers planning their next trip."

"We're happy to partner with Priceline to broaden our distribution network and offer even more Customers the opportunity to experience our Southwest Hospitality," said Tony Roach, Executive Vice President Customer & Brand at Southwest Airlines. "We look forward to making it easier for Customers to access our extensive flight offerings to book their next trip."

The partnership between Southwest^®, the airline known for their legendary Hospitality, and Priceline, the online travel leader known for its unbeatable deals and effortless booking platform, gives customers access to all of Southwest's fare types, allowing them to:

• Compare fare bundles side by side
  
• Know exactly what's included
  
• Book with confidence
  
• Earn both Rapid Rewards and Priceline VIP status

With more than 4,000 daily flights and service to over 100 destinations across the U.S., Mexico, Central America and the Caribbean, Southwest opens the door to more spontaneous getaways and wallet-friendly escapes—perfect for Priceline's mission to get travelers to their happy place for a happy price.

For more information and to book your next vacation, visit Priceline.com/Southwest or download the Priceline app.

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.

About Southwest Airlines Co.
Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 117 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline¹. By empowering its more than 72,000² People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 140 million Customers carried in 2024. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.

1. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q1 2025.
2. Fulltime-equivalent active Employees as of June 30, 2025

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SOURCE Priceline

FAQ

What does the Southwest Airlines partnership mean for Priceline (BKNG) customers?

Priceline customers can now book Southwest flights directly through the platform, compare fare bundles, and earn both Rapid Rewards and Priceline VIP status while maintaining access to Southwest's complete fare inventory.

How many destinations does Southwest offer through the Priceline partnership?

Southwest offers service to over 100 destinations across the U.S., Mexico, Central America and the Caribbean, with more than 4,000 daily flights.

Can travelers still earn Southwest Rapid Rewards when booking through Priceline?

Yes, customers booking Southwest flights through Priceline will remain eligible to earn Southwest Rapid Rewards points.

Which Booking Holdings platforms will offer Southwest Airlines flights?

Southwest flights will be available across the entire Booking Holdings portfolio, including Priceline, Booking.com, and Agoda.

When does the Southwest Airlines and Priceline partnership take effect?

The partnership is effective immediately as of August 6, 2025, allowing customers to start booking Southwest flights through Priceline's platform.