Priceline has named Brigit Zimmerman as Chief Executive Officer effective January 2026 while long time leader Brett Keller becomes Special Advisor through May 2026, signaling a steady leadership handoff at one of the most recognized travel brands.
A planned transition at a scale brand
Booking Holdings has confirmed that Brigit Zimmerman will become CEO of Priceline on one January 2026. The move follows a decade of executive leadership under Brett Keller who will continue as Special Advisor to the CEO until one May 2026. The transition reflects a measured change at a brand that sits alongside Booking dot com, Agoda, Kayak and OpenTable within Booking Holdings.
Experience that aligns with growth priorities
Zimmerman joined Priceline in 2013 and advanced across flights, hotels and packages before becoming Chief Commercial Officer in 2022. Her background at United Airlines and an MBA from Indiana University signal deep industry and analytical grounding. Booking Holdings CEO Glenn Fogel praised her role in shaping commercial strategy and product innovation. The company frames this appointment as the next chapter of growth focused on affordability, ease of use, and stronger value for travelers and partners.
Continuity with innovation
Keller’s tenure included modernizing Priceline’s merchandising and marketing, strengthening brand trust, and expanding partner relations. With Keller advising through early 2026, stakeholders can expect continuity while Zimmerman drives new initiatives in product, loyalty, and partner connectivity.
What this means for travelers and partners
Travelers should expect continued emphasis on simple discovery, clear pricing, and promotional depth across hotels, flights, and packages. For suppliers, the message is predictable demand, better data sharing, and smarter merchandising. For the broader Booking Holdings portfolio, the move keeps leadership benches fresh while maintaining coordination across brands.
Leadership changes at large travel platforms often coincide with shifts in technology and consumer behavior. With stronger demand for transparent value and mobile first planning, Priceline’s focus under Zimmerman will likely center on speed, clarity, and tightly integrated supplier tools that drive conversion.
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