Priceline Group is one of what are now just two leading companies in online travel services, slightly smaller than arch-rival Expedia by total bookings, but significantly more profitable. Like its rival it has expanded through a series of acquisitions and now operates a collection of separate brands including long-established US service Priceline.com, fast-expanding Booking.com - now its single biggest business by far - and price comparison aggregator Kayak.com. Other units include Agoda in Asia, the global RentalCars.com service and restaurant reservation site OpenTable. In 2017, the group agreed to acquire European metasearch service Momondo for $550m. Total revenues for 2016 were $10.7bn on gross bookings of $68.1bn. The group generates almost 90% of its revenues from the international market, significantly more than Expedia, and it wields a huge advertising budget, totalling $3.5bn in 2016, mostly online. CEO Darren Huston resigned in 2016 following an affair with a fellow employee. His predecessor Jeffery Boyd was reappointed on an interim basis until Glenn Fogel was appointed in early 2017. Priceline was one of the pioneers in online travel, originally launched in 1997 with the irrestistible offer "Name your own price" for your holiday. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 2nd May 2016
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 5th May 2016: Darren Huston, CEO of online travel provider Priceline Group, resigned after admitting an extra-marital affair with a member of staff, against the company's code of conduct. His predecessor Jeffery Boyd, now chairman, was reappointed as CEO on an interim basis. Though best-known for US site Priceline, the group's biggest business is international service Booking.com.
Adbrands Weekly Update 9th Jul 2015: Ads of the Week: "Wing It". Wieden & Kennedy Amsterdam's ads for travel engine Booking.com continue to mature and evolve. That childish booking/f***ing double entendre has been dropped (almost) completely in favour of fast cuts, attractive visuals and a real sense of the excitement of travelling without much of a plan. Nice one. Let's book a holiday.
Adbrands Weekly Update 17th Feb 2015: Ads of the Week: "Booking Hero". A very nice new campaign from Wieden & Kennedy Amsterdam for Booking.com. Less zany humour than previous spots, less of that cheeky wordplay where "booking" was made to sound like f..., and a more practical approach. We've enjoyed the previous spots very much, but this is a little more grown-up and - for the first time - made us think about actually using the site next time we travel.
Adbrands Weekly Update 12th Feb 2015: Expedia has agreed to acquire smaller rival Orbitz for $1.3bn, reducing the number of major players in the US online travel market from four to just two in less than a month. Expedia has already agreed to acquire Travelocity for $280m. Priceline (best known outside North America for its Booking.com and OpenTable brands) added Kayak in 2014, but could itself now fall victim to a predator. Market watchers believe that Google or Amazon might be considering a move into the travel sector. Google has already flirted with this market. In Amazon's case it is one of the last major online retail sectors in which it doesn't already have a presence.
Adbrands Weekly Update 21st Jan 2014: Wieden & Kennedy scores again, with its 4th consecutive steal into Ads Of The Week. This time, though, it's the Amsterdam office, with another funny spot for travel portal Booking.com. Are you ready for plushocity? Liquid? Round things? Well you've come to the right place. Previous spots have tended to overuse the homophonic joke about the client's name, but when used just once - as here - the overall effect of the ad is booking hilarious. Just what we need this time of the year.
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