Booking Holdings Inc.: management transactions · United States · SEC (Form 4)

About Booking Holdings Inc.

Booking Holdings Inc. is a global leader in online travel and related services, listed in the United States on the NASDAQ under the ticker BKNG. The company is headquartered in Norwalk, Connecticut, United States, and operates a portfolio of major consumer brands including Booking.com, Priceline, Agoda, KAYAK and OpenTable. Its business model connects consumers with accommodations, transportation providers, restaurants and other local partners through digital platforms that generate commissions, service fees and advertising/visibility revenue. Booking Holdings was built through a combination of organic growth and acquisitions, gradually expanding from an accommodation-focused online travel company into a broader travel marketplace. Today, the group covers lodging, flights, car rentals, activities, restaurant reservations and metasearch. This breadth matters strategically: it helps the company address multiple travel use cases, diversify traffic sources and monetize a large international user base across different stages of the booking journey. The group’s five primary consumer-facing brands each serve distinct strategic roles. Booking.com is the flagship and one of the world’s leading online accommodation reservation platforms. Priceline has a strong position in North America, particularly in value-oriented travel offers. Agoda is an important brand in Asia-Pacific. KAYAK operates as a travel search and comparison engine, while OpenTable is a leading restaurant reservation platform. Booking Holdings states that it serves consumers and local partners in more than 220 countries and territories, underscoring the company’s unusually wide geographic footprint and low dependence on any single market. From a competitive standpoint, Booking Holdings is one of the most important global players alongside Expedia Group, direct booking channels from airlines and hotel chains, and large technology companies that continue to invest in travel. Its competitive advantages include scale, strong brand recognition, deep supply inventory, conversion optimization, and sophisticated merchandising and search capabilities. The company also emphasizes the use of advanced AI, machine learning and other digital tools to personalize and simplify the travel experience for users and partners. Recent developments highlight a continued focus on platform expansion, partnerships and technology. In 2025-2026, Booking Holdings announced an extension of Booking.com’s strategic partnership with Etraveli Group, while also disclosing leadership changes at Priceline. The company has also reiterated its investment in AI-driven product improvements, automation and personalization. For investors, Booking Holdings remains a high-quality travel exposure with a global revenue base, strong brand assets, and a listing on the NASDAQ in the United States, making it a benchmark name in online travel and hospitality services.