Brigit Zimmerman to Take the Helm as CEO of Priceline Starting January 2026

Leadership Transition at Priceline

Booking Holdings, the leading online travel service provider, recently announced significant leadership changes within Priceline. Effective January 1, 2026, Brigit Zimmerman will step into a prominent role as the new Chief Executive Officer of Priceline. This announcement marks a pivotal transition for the company, which has evolved significantly over the past decades under its prior CEO, Brett Keller.

Brett Keller, who has dedicated 26 years to Priceline and led the company as CEO since 2016, will remain an integral part of Priceline as a Special Advisor to the CEO until his retirement on May 1, 2026. He has been a cornerstone in driving Priceline's strategy and customer commitment, leaving a legacy of substantial growth and innovation.

Glenn Fogel, the CEO of Booking Holdings, praised Keller for his exceptional leadership skills and continued dedication to enhancing customer experiences at Priceline. Fogel expressed gratitude for Keller's years of service and welcomed Zimmerman, emphasizing her significant contributions to shaping Priceline's framework and innovative direction.

Zimmerman joined Priceline in 2013, initially taking on the role of Senior Vice President Flight Packages, where her strategic insights began to carve a path for consistent growth and enhancement in Priceline’s commercial operations. Following her progressive ascent, she took on the role of Chief Commercial Officer in 2022, marking her as a key player in the organization’s management team.

In her comments regarding her new position, Zimmerman conveyed her enthusiasm about leading Priceline towards its next chapter. She stated, “It’s an incredible honor to lead Priceline into its next chapter. From the start, Priceline has redefined what's possible in travel through bold ideas and transformative technology.”

Zimmerman’s vision for Priceline aligns with fostering innovation aimed at enhancing customer experiences. Her background includes pivotal positions at United Airlines, coupled with an academic credential—a Master of Business Administration from the Kelley School of Business at Indiana University—which equips her with the necessary skills and knowledge to steer Priceline into successfully navigating the complexities of the online travel industry.

Booking Holdings, the parent company of Priceline along with well-known consumer brands such as Booking.com, Agoda, KAYAK, and OpenTable, serves millions across over 220 countries and territories. Their mission is clear: make it easier for everyone to experience the world through travel.

Priceline, which has remained a central figure in online travel for the past 25 years, continues to be committed to offering exceptional travel deals, driven by data analysis and cutting-edge technology to bring customers discounts they can't find anywhere else. The company prides itself on its wide array of offerings, including hotels, flights, car rentals, and vacation packages.

Zimmerman’s leadership prowess is expected to inject fresh energy into Priceline and capitalize on the company's existing strengths while exploring new avenues for growth. With her at the helm, Priceline is poised to continue redefining travel with innovative solutions and comprehensive customer service, ensuring that holiday memories are created without breaking the bank.

This leadership transition is not merely an end but marks the beginning of a promising phase for Priceline under Zimmerman's guidance. With her extensive experience and strategic vision, the company is well-prepared to further transform the landscape of online travel services, bringing customers closer to their desired experiences across the globe.