Booking Holdings told employees in internal emails on Monday that Agoda CEO Omri Morgenshtern will also lead Booking's new consolidated B2B unit, reports Executive Editor Dennis Schaal. In addition, Agoda's chief product officer, Ittai Chorev, will become Agoda's COO — the two co-founded Qlika together in 2011 before Booking Holdings acquired it in 2014.

The new unit, expected to become a formal legal entity in January 2027, will run primarily on Agoda's B2B technology, with some Booking.com features — including an extranet and partner-communications tools — layered in. This marks a shift from Booking's usual approach of brand independence and brand-specific incentives.

The B2B reorganization is Booking Holdings placing a bet on where lasting advantage gets built. Glenn Fogel takes the SGF stage to argue that case directly, in a session on building competitive advantage for the long term.

This year's speakers include the CEOs of Booking Holdings, Expedia Group, Airbnb, Hilton, and Uber, in a room that was 76% director level or above in 2025.

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With 94% of hotels invisible in AI search, revenue leaders must decide who owns visibility, and shift budget upstream

Hilton announced fee cuts across seven brands through a program called RISE, but there is a catch. Only 50% of Hilton hotels currently qualify based on customer satisfaction scores.

In this clip from Good Morning Hospitality, A Skift Podcast: Hotels Edition, Sarah Dandashy and Steve Turk break down what Hilton is actually asking of owners in exchange for better margins, why this is a smart move at a moment when operating costs are rising, and what it signals when the biggest brands start giving back to owners with strings attached.

How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here.

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