Southwest Airlines flights now available on Priceline platform

NORWALK, Conn. - Southwest Airlines flights are now available for booking directly on Priceline’s platform, according to a press release statement issued Wednesday by the online travel company. The move comes as parent company Booking Holdings Inc. (NASDAQ:BKNG) continues to demonstrate strong market performance, with InvestingPro data showing an impressive 61% stock return over the past year and revenue growth of nearly 12% in the last twelve months.

The partnership allows travelers to search and book Southwest’s inventory on Priceline while still being eligible to earn Southwest’s Rapid Rewards loyalty points. Southwest flights are also now bookable across other Booking Holdings brands, including Booking.com and Agoda. This expansion aligns with Booking Holdings’ strong market position, maintaining an exceptional gross profit margin of 87% according to InvestingPro analysis, which offers 12 additional key insights about the company’s performance.

The integration gives customers access to all Southwest fare types and the ability to compare fare bundles. Southwest operates more than 4,000 daily flights serving over 100 destinations across the United States, Mexico, Central America, and the Caribbean.

"Adding their fares to our lineup means more choice and more value for the millions of Priceline customers planning their next trip," said Brigit Zimmerman, Chief Commercial Officer at Priceline, in the statement.

Tony Roach, Executive Vice President Customer & Brand at Southwest Airlines, noted that the partnership would broaden Southwest’s distribution network and make it easier for customers to access their flight offerings.

The collaboration brings together Southwest, known for its customer service, with Priceline, an online travel platform that has been operating for twenty-five years. Priceline is part of Booking Holdings Inc. (NASDAQ:BKNG), which boasts a market capitalization of $178 billion and maintains a strong financial health rating according to InvestingPro’s comprehensive analysis, available through its detailed Pro Research Report covering over 1,400 US stocks.

Southwest Airlines serves 117 airports across 11 countries and carried more than 140 million customers in 2024, according to the company. Based on U.S. Department of Transportation data cited in the release, Southwest carries more air travelers flying nonstop within the United States than any other airline as of Q1 2025.

In other recent news, Booking Holdings has been the subject of several analyst updates following its latest financial results. DA Davidson raised its price target for Booking Holdings to $6,500, citing solid second-quarter results with room night growth of 8%, surpassing the company’s guidance range of 4-6%. RBC Capital also increased its price target to $6,100, pointing to Booking’s category leadership and capital return program as supporting factors. Piper Sandler adjusted its price target to $5,750, noting the company’s performance in Asia and improved macroeconomic conditions. Erste Group upgraded Booking Holdings’ stock rating from Hold to Buy, indicating a positive outlook due to growing travel demand. Conversely, Wedbush downgraded the stock from Outperform to Neutral, expressing concerns over the company’s valuation after several quarters of strong performance. These developments highlight the varied perspectives among analysts regarding Booking Holdings’ future prospects.

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