Brigit Zimmerman Named CEO of Priceline
Booking Holdings announced that Brigit Zimmerman will become CEO of Priceline effective January 1, 2026. Zimmerman has served as Priceline's Chief Commercial Officer since 2022 and previously held senior vice president roles in flights, packages and hotels. Current CEO Brett Keller, who has been at Priceline for 26 years and CEO since 2016, will continue as Special Advisor to the CEO until May 1, 2026.
Impact and considerations
Priceline is a core consumer brand under Booking Holdings; the leadership change may affect its commercial strategy and product direction, relevant to corporate travel buyers and OTA partners.
Key points
- Brigit Zimmerman will become CEO of Priceline effective January 1, 2026.
- Zimmerman has served as Priceline's Chief Commercial Officer since 2022 and previously held SVP roles in flights, packages and hotels.
- Current CEO Brett Keller has been at Priceline for 26 years and CEO since 2016.
- Keller will continue as Special Advisor to the CEO until May 1, 2026.
- Booking Holdings' brands include Booking.com, Priceline, Agoda, KAYAK and OpenTable.
Sources and time
- Primary source
- Booking Holdings
- Other sources
- 0
- First source publication
- 12 Nov 2025, 08:00
- Page published
- 13 Aug 2026, 08:29
- Last updated
- 12 Nov 2025, 18:00
- Original links
- Booking Holdings IR News：Brigit Zimmerman Named Chief Executive Officer of Priceline (opens in a new tab)Primary source · en · Published 12 Nov 2025, 18:00