Booking Holdings has confirmed it is establishing a technology hub for its ground transportation division in Manchester, U.K.
The £100 million pound facility, which will open in 2020, is part of the company’s push into experiences and aims to cover all aspects of ground transportation from scheduled rides to on-demand services, car-hire, train and travel recommendations depending on the city.
A spokesperson says it’s about “how to deploy technology to help take the friction out of every element of travel.”
Booking Holdings CEO Glenn Fogel has spoken during recent earnings calls about its aim to offer an integrated transport service with Rentalcars and Booking.com brands working together on elements such as airport transfers.
During an investor call in early March, Fogel talked about in-destination experiences being tested in various markets and Booking.com mobile app becoming the “centre of your entire travel experience.”
He added that the company was excited about the “long-term potential of this area.”
Subscribe to our newsletter below
Rentalcars was formed from Priceline’s acquisition of Manchester-based TravelJigsaw in May 2010. More recently Booking Holdings developed Rideways within the Rentalcars division as a service offering ground transportation to consumers from airports, hotels and train stations.
An earlier story in the U.K.-based Telegraph newspaper said the hub would consolidate Booking.com’s four existing buildings in Manchester.