Booking Holdings Is Forming a New B2B Unit, Agoda CEO Is Overseeing it: Scoop

Booking Holdings is stepping up its game in the business-to-business (B2B) sector by creating a new consolidated unit, with Agoda's CEO at the helm. This move comes as Booking Holdings faces a challenging path to compete with industry giant Expedia in B2B. The new unit aims to streamline operations and enhance competitive positioning, potentially shaking up the market dynamics. This strategic shift could signal Booking Holdings' intent to expand its reach and capabilities in the B2B travel market, posing a serious challenge to established players.