Brigit Zimmerman. (Photo Credit: Booking Holdings)
WHY IT RATES: Priceline's CEO for the past decade will continue to aid the travel company in a new role in the first half of 2026.—Patrick Clarke, TravelPulse Senior Editor
Booking Holdings, the world's leading provider of online travel and related services, and parent company of consumer-facing brands including Booking.com, Priceline, Agoda, KAYAK and OpenTable, today announced that Brigit Zimmerman has been named Chief Executive Officer of Priceline effective January 1, 2026.
Brigit Zimmerman has served as Priceline's Chief Commercial Officer since 2022, and has worked closely with current Chief Executive Officer, Brett Keller, for many years. After 26 years at Priceline and serving as CEO since 2016, Brett Keller will continue to serve as Special Advisor to the CEO until May 1, 2026.
"Brett has been an exceptional leader at Priceline, guiding the company's growth, innovation and deep commitment to its customers over the years," said Glenn Fogel, Chief Executive Officer of Booking Holdings. "We're thankful for his outstanding contributions, and pleased to welcome Brigit Zimmerman as the new Chief Executive Officer of Priceline."
Brett Keller. (Photo Credit: Booking Holdings)
"Brigit has played a pivotal role in shaping Priceline's strategy and success over the years, driving commercial operations and advancing Priceline's innovation agenda," continued Glenn Fogel. "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."
"It's an incredible honor to lead Priceline into its next chapter," shared Brigit Zimmerman, Chief Commercial Officer at Priceline. "From the start, Priceline has redefined what's possible in travel through bold ideas and transformative technology. I'm excited to build on that legacy of innovation to drive incremental growth and make it even easier for more people to experience the world through affordable travel."
Brigit Zimmerman joined Priceline in 2013 as Senior Vice President Flight & Packages, and was later promoted to Senior Vice President, Hotel, Flights & Packages, before being appointed as Chief Commercial Officer in 2022. Prior to joining Priceline, Zimmerman held a leadership role at United Airlines and earned a Masters of Business Administration from Indiana University's Kelley School of Business.
SOURCE: Booking Holdings press release.
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