Brett Keller’s journey at Priceline began as marketing director in 1999 when the company ranked as the third-largest U.S. online travel agency, trailing behind Travelocity and Expedia. Over his decade-long tenure, Keller ascended to CEO, transforming Priceline into a major player that offers 1.2 million accommodations across 166 countries under Booking Holdings. His leadership saw Priceline innovate by removing flight booking fees, directly challenging competitors like Expedia. He redefined brand marketing with the memorable Priceline Negotiator campaign featuring William Shatner. Keller also highlighted the advancements in technology with Priceline’s Penny chatbot, which integrates multiple AI agents to manage tasks from shopping to cancellations efficiently. His insights underscore the evolution of online travel agencies and the importance of leveraging artificial intelligence for superior customer experiences. This strategic approach not only positioned Priceline competitively in the travel market but also set trends that other industries would follow.
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