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 and a wider range of travel options, saving customers over a billion dollars annually and fulfilling its mission to help everyone experience the moments that matter.

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.