Priceline Starts ‘Priceline Experiences’

Priceline, the online travel firm owned by Booking Holdings, is moving into the tours and activities industry with the introduction of Priceline Experiences.

Priceline Experiences, created in collaboration with tours and activities OTA Musement, will provide over 80,000 bookable activities in over 100 destinations, complementing Priceline’s existing inventory of hotels, flights, alternative lodgings, rental cars, cruises, and packages.

“Our goal has always been to help people experience the moments that matter. We know that for Priceline customers, those moments typically include activities while on vacation – and that these experiences are often the most memorable parts of their trips,” says Priceline CEO Brett Keller.

“With Priceline Experiences, we not only want to help travelers reach their destinations but also to enjoy their time there to the fullest … so we built a product to help them do just that.”

Priceline claims that the debut of Priceline Experiences would allow users to organize whole journeys without leaving the platform.

“We’ve been very focused on air, car, hotel, and cruises for many years,” said Denise Bialek, senior director of ancillary products. “I’m really excited that this is the official entry into the in-destination part of the experience.”

Since June 2020, Musement, which was bought by TUI Group in 2018, has powered Booking.com’s tours and activities offers. It was Booking.com’s first third-party partnership to obtain inventory from an existing consumer-facing player at the time.