Booking Holdings Merges Agoda, Booking.com and Priceline B2B Units

Booking Holdings has begun merging the separate B2B businesses of its three major brands into one unified platform. The new consolidated operation will be called Booking Partner Services.

Priceline's B2B partners are already being moved onto the platform, with Agoda and Booking.com expected to follow. The migration is part of a broader effort to streamline the company's partner-facing technology.

Omri Morgenshtern, who currently oversees B2B operations as well as Agoda, is expected to lead the initiative. He will be responsible for executing a large-scale technology migration while continuing to pursue new B2B partnerships.

Industry observers suggest Morgenshtern's role could evolve as the integration progresses. The consolidation marks a significant shift in how Booking Holdings manages its wholesale and partner services across its portfolio.