Priceline Changes Its Name to Booking, Reflecting Key Revenue Source
- Booking.com accounts for the majority of company’s revenue
- New name is well-known to consumers outside the U.S.
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Priceline Group Inc. is changing its name to Booking Holdings, more in line with its global presence and a recognition that the vast majority of the company’s revenue comes from Amsterdam-based unit Booking.com.
Priceline, best known in the U.S. for its now-defunct name-your-own-price offer promoted by actor William Shatner, bought Booking.com in 2005 for about $133 million. It now accounts for an estimated 80 percent of the company’s annual revenue of about $11 billion, making it one of the most successful acquisitions in internet history.