Legal Name / Brand Names: Priceline.com LLC; Priceline
Founded: 1998
Headquarters: Norwalk, Connecticut, USA
Type: Travel brand within a public company group
Categories: Online travel agency (OTA); travel marketplace
Markets: International consumer travel, with services offered across more than 100 countries
Parent: Booking Holdings Inc
Overview:
Priceline is one of the best-known online travel brands in the Booking Holdings portfolio. While the brand is broader than car rental alone, rental cars are a visible part of its consumer offer alongside hotels, flights, packages, cruises, and experiences.
Products and Services:
Priceline’s live site includes dedicated rental-car search, destination rental pages, booking flows, and supplier-linked or merchant-of-record structures depending on product type. Its terms also show that some travel products are facilitated through affiliated Booking Holdings companies, including Agoda and Rentalcars.com. Current brand messaging emphasizes discounts, bundle savings, loyalty-style VIP benefits, and an AI-powered travel assistant called Penny.
Geography and Markets:
Booking Holdings’ brand page states that Priceline gives travelers access to travel inventory in more than 116 countries. That provides strong international coverage even though the brand remains especially recognizable in North America.
Ownership and Corporate Structure:
Priceline.com LLC is the operating legal entity shown in current site materials, while the brand itself sits under Booking Holdings. Booking Holdings’ brand and annual-report materials continue to present Priceline as one of the group’s primary consumer-facing travel brands.
Some Key Dates:
– 1998: Priceline launched
– 2018: Parent company The Priceline Group changed its name to Booking Holdings
– 2026: Priceline continues to market rental cars as a core product line, alongside hotels, flights, and packages, with current help, legal, and brand pages live
(Sources: Company financial reports, SEC filings, official press releases, and reputable news outlets were used.)
Official channels:
Category:
Online Travel Agency (OTA)
