Agoda CEO to Lead Booking Holdings’ New B2B Unit
Booking Holdings merges the B2B operations of Agoda, Booking.com, and Priceline into a single division led by Omri Morgenshtern.
Stock photo for illustration only, not from the actual event
- Booking Holdings is merging the B2B units of Agoda, Booking.com, and Priceline.
- Agoda CEO Omri Morgenshtern will lead the newly consolidated B2B division.
- Agoda Chief Product Officer Ittai Chorev is stepping up as the new COO.
- The new Booking Partner Division is expected to formalize as a legal entity in January 2027.
Booking Holdings has made a strategic shift by consolidating the previously separate B2B operations of Agoda, Booking.com, and Priceline into a single unified entity. Internal emails circulated to employees on Monday revealed the structural changes, marking a departure from the company's long-standing tradition of maintaining strict brand independence across its subsidiaries.
Under the new alignment, Agoda CEO Omri Morgenshtern will take on the additional role of leading the newly formed B2B division while continuing to manage Agoda. To help handle the expanded workload, Agoda's chief product officer, Ittai Chorev, has been promoted to chief operating officer to assist in running the day-to-day operations of the company.
Stock photo for illustration only, not from the actual event
Morgenshtern and Chorev share a collaborative history, having co-founded the search engine marketing platform Qlika back in 2011. Booking Holdings subsequently acquired the Israeli startup for $3 million in 2014. Details of these leadership transitions emerged through a source familiar with internal communications, as the conglomerate has no plans to make a public announcement regarding the changes.
This centralization of B2B efforts represents a major pivot for Booking Holdings, allowing it to leverage shared technology and streamline partnerships against primary competitors like Expedia. By bringing disparate business lines together, the parent company aims to present a unified front to corporate clients and airline partners.
The newly formed unit, designated as the Booking Partner Division (BPD), will integrate the diverse B2B frameworks of its constituent brands and is slated to become a formal legal entity by January 2027. This reorganization closely mirrors Booking's earlier consolidation of its advertising operations under the centralized BKNG Ads platform as part of a broader corporate streamlining effort.
Source: Skift
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