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The world’s largest travel company Priceline, in the process of buying Kayak, is now adding more digital talent to its board and has brought in a media heavy hitter: AOL CEO Tim Armstrong.

The company announced the move today, and he joins effective immediately. Jeff Boyd, Priceline CEO, explains: “His deep experience with consumer-facing Internet businesses, Web marketing and search will be highly valued as the Priceline Group continues to expand its desktop and mobile travel service offerings around the globe.”

Ralph M. Bahna, who was chairman of the Priceline board, retired Jan 1 this year, so Armstrong fills an open seat on the board. He surely has the most pureplay digital creds on the Priceline board out of all the members.

AOL is in the middle of a difficult turnaround and just came off a relatively good 2012, while Priceline is the only example in Internet history of a large scale consumer turnaround. And Armstong hints at some similarity in this: “Priceline’s leadership team and Board of Directors negotiated a difficult turnaround and emerged with a successful global online business…I am excited to join the board of a company transforming the global travel industry.”

Tags: priceline
Photo Credit: CEO of AOL Tim Armstrong during TechCrunch Disrupt New York May 2011. Techcrunch /