After 26 years with Priceline, CEO Brett Keller will retire at the end of the year, and chief commercial officer Brigit Zimmerman will succeed him. Keller will be a special advisor to the CEO until May 1 to assist with the transition.
Priceline is under the umbrella of Booking Holdings (No. 1 on Travel Weekly's Power List).
Keller has been Priceline's CEO since 2016. He joined the company in 1999, a year after Priceline launched. He was responsible for the company's famous Priceline Negotiator campaign starring actor William Shatner, and more recently has led Priceline to be an early adopter of generative AI.
"Brett has been an exceptional leader at Priceline, guiding the company's growth, innovation and deep commitment to its customers over the years," Booking Holdings CEO Glenn Fogel said. "We're thankful for his outstanding contributions, and pleased to welcome Brigit Zimmerman as the new CEO of Priceline."
Zimmerman has been Priceline's chief commercial officer since 2022, responsible for commercial operations across all verticals: sales, revenue management and commercial analytics. She also heads Priceline's global customer care and its B2B division, Priceline Partner Solutions.
She joined Priceline in 2013 and was at United Airlines before that.
"Brigit has played a pivotal role in shaping Priceline's strategy and success over they years, driving commercial operations and advancing Priceline's innovation agenda," Fogel said. "She brings the energy, insight and deep industry experience to lead Priceline's next chapter, continue its momentum and deliver even greater value to customers, partners and employees."