PriceTravel Holding announces the appointment of Zoraida Cedeño as the new B2B LATAM Director, effective July 1, 2025. In this role, Cedeño will be responsible for strengthening the regional presence of PriceAgencies, the company’s B2B retail business unit, and consolidating its value proposition based primarily on technology, content, and service. She will be based in Mexico City, from where she will lead operations across Latin America.
For over eight years, Zoraida led the company’s B2B channel in Colombia, spearheading the commercial expansion of PriceAgencies throughout the country. Under her leadership, the platform experienced sustained year-over-year growth and became the leading B2B platform in Colombia.
Zoraida Cedeño holds a degree in Computer Science with a specialization in e-commerce, and she brings more than 25 years of experience leading strategic projects across sectors such as tourism, banking, oil, and direct sales. Throughout her career, she has held executive positions in technology and business development, standing out for her results-driven approach, strategic vision, and ability to build high-performance teams.
With its value proposition focused on delivering cutting-edge technology, extensive content, personalized service, and flexible commercial solutions, PriceAgencies has positioned itself as a strategic partner for travel agencies throughout Latin America. In recent months, the brand has successfully entered key markets such as Peru and Argentina, receiving strong acceptance from the retail channel and showing promising results in terms of customer acquisition and conversion.
“We are excited about this new structural change within the company. It’s part of an ambitious regional strategy that includes expansion into new Latin American countries in the coming months. We are confident that Zoraida will be a key player in making this happen. This move reaffirms PriceTravel Holding’s commitment to innovation, operational efficiency, and the strengthening of our distribution network across the region,” said Juan Socas, Chief Commercial Officer.
Zoraida Cedeño added: “I’m excited to lead this new phase with a regional vision that will allow us to elevate the value proposition of PriceAgencies. From this new position, I’m committed to continuing to offer a robust product portfolio, streamlining operations, developing new technological features, and strengthening our training and support programs for travel agencies.”
With this appointment, PriceTravel Holding reinforces its leadership in the tourism industry and strengthens its commitment to the sustainable growth of the B2B channel throughout Latin America.
