Booking Holdings is making some significant moves with its Priceline brand.

The company has launched new branding for the online travel agent, changed its name from Priceline.com to Priceline, and officially updated its logo and other marketing collateral. William Shatner, the group’s spokesman, was out en force sharing the changes.

The group is also ratcheting up work with its Priceline Partner Network. Late in the week, Points.com announced that it had integrated Priceline hotel inventory into all of its searches, meaning that Pointshound.com and a handful of other airline-branded, points-booking engines now have wider hotel choices. All of this points to wider global ambitions for both Booking and its sister brand Priceline. Skift’s recent profile of the company and its upcoming plans has more.

For feedback or news tips, reach out via email at gm@skift.com or tweet me @grantkmartin.

— Grant Martin, Business of Loyalty Editor

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Skift Business of Loyalty Editor Grant Martin [gm@skift.com] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.

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Photo Credit: Stars of the current Priceline advertising campaign, William Shatner and Kaley Cuoco. Booking Holdings is making some significant moves with its Priceline brand. Reuters/Priceline