Priceline veteran CEO Brett Keller is retiring, the company announced today. Priceline's chief commercial officer Brigit Zimmerman will take over as CEO starting January 1, 2026.
Keller has been with Priceline for 26 years, joining the company in 1999 and serving as CEO since 2016. He will remain at the company as a special advisor to the CEO until May 1, 2026.
"Brett has been an exceptional leader at Priceline, guiding the company's growth, innovation and deep commitment to its customers over the years," said Glenn Fogel, CEO of Priceline parent company Booking Holdings.
"We're thankful for his outstanding contributions and pleased to welcome Brigit Zimmerman as the new chief executive officer of Priceline."
Zimmerman has been Priceline's CCO since 2022, joining the company in 2013 as SVP of flights and packages. Before being appointed as CCO, she was promoted to SVP of of hotel, flights and packages.
"Brigit has played a pivotal role in shaping Priceline's strategy and success over the 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."
Zimmerman called the appointment "an incredible honor," citing excitement to "build on that legacy of innovation to drive incremental growth and make it even easier for more people to experience the world through affordable travel."
During an interview with PhocusWire in 2023, Keller attributed his lengthy tenure with Priceline to his love of e-commerce, the competitive and exciting nature of the travel industry and his colleagues.
"The people who have worked here as my leaders have been exceptional people," Keller said.
"I’ve talked to many people who have left and gone on to work for other companies and it doesn’t match what we have here, the grass isn’t always greener."
Keller did not share details about his post-retirement plans in the press release.