Who owns Priceline?
Priceline is owned by Booking Holdings (the United States, NASDAQ: BKNG).[1]
Evidence: Booking Holdings Inc. Annual Report on Form 10-K filed 2026-02-18, SEC EDGAR, 18 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- Booking Holdings Inc. verified
- Owner HQ
- 🇺🇸 United States, Norwalk, Connecticut
- Origin
- 🇺🇸 United States
- Founded
- 1997
- Category
- Internet & digital › Online travel › Online travel agencies
- Parent ticker
- NASDAQ: BKNG
- Last verified
- · 1 sources
About Priceline
Priceline launched in 1997 with a Name Your Own Price model in which travellers bid for unsold seats and rooms without knowing the supplier, advertised for years by William Shatner. The bidding model has since been retired, but the brand remains a discount storefront within the group it founded.
What Booking Holdings's annual report says about Priceline
Sentences about Priceline from Booking Holdings's latest annual filing[1], copied word for word.
Priceline offers online accommodation, flight, and rental car reservation services, as well as vacation packages, cruises, activity, and affiliate programs.
How often Booking Holdings names Priceline in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Ownership timeline of Priceline
- Current owner Booking Holdings [1] verified
Where Priceline sits in Booking Holdings
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Booking Holdings ownership tree →
See the full Booking Holdings brand portfolio (6) →
Other brands owned by Booking Holdings
Booking Holdings controls 6 brands on Brandtree, 6 of them in internet & digital.
Also in internet & digital
- Agoda (2005)
- Booking.com (1996)
- KAYAK (2004)
- OpenTable (1998)
- Rentalcars.com (2004)
Other brands in online travel agencies, and who owns them
The 42 brands in online travel agencies on Brandtree belong to 19 owners. The largest is Expedia Group, with 7; Booking Holdings has 4.
| Brand | Owner | Owner based in |
|---|---|---|
| CheapTickets | Expedia Group | 🇺🇸 United States |
| Corporate Traveller | Flight Centre Travel Group | 🇦🇺 Australia |
| Bravofly | lastminute.com Group | 🇳🇱 Netherlands |
| eDreams | eDreams ODIGEO | 🇪🇸 Spain |
| Goibibo | MakeMyTrip | 🇮🇳 India |
| Kurz Mal Weg | HomeToGo | 🇱🇺 Luxembourg |
| Ctrip | Trip.com Group | 🇨🇳 China |
| Cozmo Travel | Air Arabia | 🇦🇪 United Arab Emirates |
About the owner: Booking Holdings
Booking Holdings is a publicly listed company headquartered in Norwalk, Connecticut, United States, founded in 1997. Brandtree records 6 brands under its control, and it is listed as NASDAQ: BKNG.
Booking Holdings was called Priceline until 2018, when it renamed itself after the Dutch business it had bought for $133 million in 2005 and which had grown far larger than its American parent. It is the largest online travel company in the world, and its brands are the main alternative to Expedia's.
Booking Holdings: full profile, brands and acquisition history →
🇺🇸 Priceline and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Priceline is not one of them.
Frequently asked questions
Who is the parent company of Priceline?
The parent company of Priceline is Booking Holdings, a publicly listed company headquartered in the United States.
Is Priceline American?
Yes. Priceline originated in the United States in 1997 and its owner, Booking Holdings, is also headquartered in the United States.
Is Priceline still owned by Booking Holdings?
Yes. As of 9 October 2026, Priceline is still owned by Booking Holdings. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Booking Holdings Inc. Annual Report on Form 10-K filed 2026-02-18 — SEC EDGAR, SEC Form 10-K, published 18 February 2026; retrieved 16 September 2026.
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