Priceline CEO Brett Keller on OTA Growth, Packaging, and AI Innovation
Priceline CEO Brett Keller reflected on the company’s growth and innovation during his 25-year tenure at The Phocuswright Conference in November. In conversation with Lorraine Sileo of Phocuswright Research, Keller highlighted Priceline’s transformation from an air-focused business to a diversified online travel agency (OTA).
Keller discussed key milestones, such as the success of the William Shatner Negotiator campaign and launching the first travel iPhone app. Priceline initially attracted a niche market with its “name your own price” model, appealing to risk-tolerant male travelers aged 35-55. Recognizing the need for broader appeal, the company shifted to transparent pricing while retaining opaque pricing to help partners move inventory discreetly.
The company has seen notable growth in packaging, especially with flight and car bundles. “Many travelers bundle flights with car rentals to access better deals,” Keller explained. This strategy provides value while simplifying travel planning.
Innovation remains a core focus for Priceline, particularly with AI. The brand recently introduced Penny, an AI travel assistant powered by OpenAI’s voice technology. Penny assists with hotel searches, remembers customer preferences, and will soon handle complete bookings via voice commands.
Keller also emphasized engaging younger travelers using generative AI to recommend new destinations based on past favorites. As Priceline continues to evolve, its commitment to personalized experiences and streamlined services positions the OTA for sustained growth in the competitive travel industry.
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