Booking Holdings announced that Brigit Zimmerman will become the Chief Executive Officer of Priceline effective January 1, 2026. Zimmerman has served as Priceline’s Chief Commercial Officer since 2022 and joined the company in 2013 as Senior Vice President of Flight & Packages, giving her 12 years of experience at Priceline.
The appointment follows the retirement of long‑time CEO Brett Keller, who will remain as Special Advisor until May 1, 2026. Keller has spent 26 years at Priceline, serving as CEO since 2016, and his departure marks the end of a significant era of growth and innovation.
Zimmerman’s promotion is intended to preserve operational continuity while accelerating Priceline’s integration into Booking Holdings’ Connected Trip ecosystem, a strategy that bundles accommodations, flights, car rentals, and experiences into a single booking platform. Her background in commercial strategy and AI‑driven product development positions her to lead this expansion.
Booking Holdings recently reported strong Q3 2025 results, with revenue of $9.01 billion, up 12.7% year‑over‑year, and adjusted EBITDA growth that exceeded analyst expectations. The company’s guidance for the full year 2025 now projects revenue growth of roughly 12%, reflecting confidence in sustained demand for bundled travel services.
Management highlighted that Zimmerman's leadership will build on the momentum of Priceline’s AI initiatives, such as the Penny travel assistant, and will focus on deepening customer engagement through personalized, data‑driven offers. CEO Glenn Fogel said, “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.”
Zimmerman's appointment signals Booking Holdings’ continued commitment to expanding its portfolio of travel brands while maintaining a unified, technology‑centric approach. The transition is expected to strengthen Priceline’s market position and support the broader Connected Trip strategy, positioning the company for long‑term growth in a competitive online travel landscape.
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