Booking Holdings Buys Getaroom for $1.2 Billion to Expand Partnerships
Skift Take
Booking Holdings hasn't given adequate focus to its partnerships business in the past, ceding much ground to Expedia Group on that front. Acquiring hotel distributor Getaroom will give potential affiliates another reason to sign up.
In its first pandemic-era acquisition, Booking Holdings agreed to buy hotel wholesaler Getaroom for $1.2 billion, the companies announced Friday.
When the deal closes, Booking Holdings will fold Dallas-based Getaroom, which has more than 150 affiliate partners for its wholesale hotel business, into Booking's U.S.-based Priceline brand to build the latter's partnerships business.
The plan is to pair the Priceline Partnership Network, which powers numerous websites such as U.S. Armed Forces Travel behind the scenes, w
