Booking Holdings: brands it owns and its ownership tree
Booking Holdings (NASDAQ: BKNG) is a publicly listed company headquartered in Norwalk, Connecticut, United States that owns 6 consumer brands, and has 5 recorded transactions.[1]
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.
Priceline acquired OpenTable for $103 per share, about $2.6 billion, moving into restaurant reservations. It was an unusual purchase for a travel group, and the company later wrote down a substantial part of its value.
Priceline acquired KAYAK for about $1.8 billion. A metasearch site that ranks travel agencies against each other thereby became owned by one of the largest of them, which is the arrangement most of its users would be surprised by.
Priceline acquired TravelJigsaw, the Manchester company trading as Rentalcars.com, adding car hire to a group built on flights and accommodation. The consideration was not disclosed at the time.
Priceline acquired Agoda, a Singapore-based accommodation booking service, giving the group an Asian business that has always operated separately from Booking.com. The price was not disclosed.
Priceline acquired Bookings B.V., the Dutch operator of Booking.com, for about $133 million. The business grew so far beyond its American parent that the group renamed itself Booking Holdings in 2018, so the acquired company ended up naming the acquirer.