Jay S. Walker had always been a tinkerer, even being called an 'Edison for modern times'. When he saw what the Internet was doing for ecommerce, he also envisioned a world where customers were able to regain power from airlines that seemed to have a monopoly on pricing decisions. He created Priceline in 2000 to address some of these issues and although it has dabbled in areas outside of the travel booking industry, it has rested upon finding the best prices for getaways.
Priceline's values revolve around the customer. Simply put, the company seeks to provide a seamless experience for booking travel, while providing the lowest possible fares and rates. If customers find a lower price online for the same trip, the company will refund 100% of the difference between fares/rates.
What makes Priceline unique?
The most recognizable aspects of the company are its jingle for *Price-line-ne-go-ti-a-tor* as well as the incomparable William Shatner, who plays the part of the "Negotiator".