Booking Holdings is consolidating the business-to-business operations of its three main brands, Booking.com, Agoda and Priceline, into a single entity named Booking Partner Services (BPS). The migration of Priceline’s B2B partners is reportedly already under way, with full deployment expected by the end of the year or during 2027.
This new organisation is led by Omri Morgenshtern, CEO of Agoda. Partners already served by the Group’s B2B offerings include Citi Travel, Apple, Microsoft, American Airlines, Southwest, Lufthansa, Air France/KLM and Emirates. The move marks a break for a group long known for the independent management of its brands, each of which has until now retained its own market positioning.
According to Skift, this consolidation aims to better compete with Expedia Group’s B2B business, whose growth has clearly outpaced that of its consumer-facing operations in recent quarters. This reorganisation follows an earlier step bringing together the three brands’ advertising teams, also carried out in 2026.
Speaking at a roundtable held in Bangkok, Damien Pfirsch, Chief Commercial Officer of Agoda, outlined the objectives of this transition, with the priority being a more consistent experience for the Group’s partners worldwide, who had until now dealt with different contacts and processes depending on the brand.
At a Glance
Booking Holdings — B2B consolidation
New entity: Booking Partner Services (BPS), unifying Booking.com, Agoda and Priceline’s B2B operations
Led by: Omri Morgenshtern, CEO of Agoda
Status: Priceline B2B partner migration underway; full completion expected by end of 2026 / into 2027
Existing B2B partners: Citi Travel, Apple, Microsoft, American Airlines, Southwest, Lufthansa, Air France/KLM, Emirates
Strategic rationale: match Expedia Group’s faster-growing B2B business; builds on the group’s 2026 unified ad-sales consolidation
