Priceline

Priceline, founded in 1997, revolutionized travel by allowing customers to "name their own price" for unsold airline seats and hotel rooms, leveraging the internet to connect unmet demand with available inventory. Despite initial skepticism from airlines wary of disrupting their pricing, Priceline found a way to maintain price integrity by having consumers bid privately. Starting lean with a small team and limited resources, they gained early traction with a clever marketing campaign featuring William Shatner. While experiencing rapid growth and expansion into other sectors, Priceline refocused on its core travel business after the dot-com crash. Adapting to changing customer preferences for speed and certainty, they evolved from a pure bidding model to include "Express Deals" for instant booking while still offering significant savings.

Today, as part of Booking Holdings, Priceline continues to evolve, utilizing advanced technology to offer personalized deals for WeSalute Members with a wide range of travel options on car rentals - including WeSalute's partnerships with Avis Rent A Car, Budget Car Rental, Hertz Car Rental, Dollar Rent A Car, Thrifty Car Rental, Sixt Rent A Car, Enterprise Rent A Car, National Car Rental, & Alamo Rent A Car.

Priceline has been a WeSalute military verification services partner for checking its military customer’s eligibility for its WeSalute savings and benefits, beginning in 2013.