Booking Holdings Has Begun Merging Agoda, Booking.com, and Priceline’s B2B Units: Scoop

Skift Take Omri Morgenshtern is running B2B plus Agoda and it wouldn't be surprising to see his role change. He'll be tasked with executing a massive tech migration, while also trying to win new B2B partnerships. Booking Holdings has begun consolidating its three brands' separate B2B businesses into a single platform, and migration of Priceline's B2B partners is already underway, Skift has learned. The new platform, called Booking Partner Services, is the latest step in a major overhaul of how Booking Holdings — through Agoda, Booking.com, and Priceline — sells travel inventory to banks, airlines, and other partners. Skift reported exclusively last month that Booking Holdings was forming a new B2B unit under Agoda CEO Omri Morgenshtern. Migrating all of Booking Holdings' B2B partners onto the new platform may take until the end of this year, and could extend into 2027. "It's a big task," said a source familiar with Booking's B2B transition. "They're going to put everybody on the same platform, externally, move people from one API to another for a bunch of the