Why Priceline Group Is Changing Its Name to Booking Holdings
Say goodbye to The Priceline Group and hello to Booking Holdings.
The online travel giant said Wednesday that it has changed its name to better reflect its businesses as as well as acknowledge the significance of its Booking.com service, its biggest unit. As a result of the name change, the company's Nasdaq stock ticker will switch to BKNG from PCLN on Feb. 27.
The name change is notable considering that most Americans probably recognize Priceline.com (PCLN, -0.67%) as one of the top online travel sites—along with rivals like Expedia—for buying airplane tickets and hotel reservations.
