Priceline, headquartered in Norwalk, Connecticut, is an American e-commerce company that provides travel and accommodation services to consumers worldwide. It was founded in 1997 by Jay S. Walker as a website enabling users to name their own price for airline tickets, hotel rooms, and rental cars.

Priceline offers a variety of services including hotel bookings, flight reservations, car rentals, vacation packages, and cruises. Its primary feature is the Name Your Own Price tool, which allows customers to bid on their desired travel services at a price they find suitable. The company also offers a conventional booking system, where customers can search and choose from a range of options at fixed prices.

On a global scale, Priceline operates through various subsidiaries and brands. Its subsidiaries include Booking. com, Agoda.

com, Kayak, Rentalcars. com, and OpenTable. These brands provide a wide range of travel and accommodation services, targeting different customer segments and markets.

Priceline also has joint ventures and partnerships with travel companies in specific regions or sectors, enhancing its global presence and market reach. In terms of market position, Priceline is one of the largest online travel agencies globally. Its brands collectively cover a significant portion of the online travel industry, generating substantial revenue.

Priceline's main competitors include Expedia Group, TripAdvisor, and Booking Holdings. Over the years, Priceline has achieved several milestones and made significant changes to its brand strategy. In 2004, the company acquired Booking.

com, expanding its presence in Europe and leading to substantial growth. In 2013, it acquired Kayak, a leading travel search engine, further strengthening its position in the industry. Currently, Priceline continues to innovate and adapt to changing market trends.

It has focused on enhancing its mobile presence and investing in technology to improve customer experience. The company regularly introduces new features, such as vacation rental options and loyalty programs, to attract and retain customers. As of the latest available information, Priceline remains a major player in the online travel industry, offering a wide range of services to customers worldwide.

Its strong brand portfolio and strategic partnerships continue to position it as a leading choice for travelers seeking convenient and cost-effective travel solutions