Why Priceline Needed a New Name

Photograph by Priceline via AP Photo

The exhortation to “name your own price” for flights and hotels isn’t exactly a retired relic of Priceline’s early days, but that sales model sure isn’t where the company is finding today’s ample growth opportunities. The corporate parent has changed its name from priceline.com—yes, the company had insisted on the lower-case “p”—to The Priceline Group, a new moniker that better reflects the reality of five disparate brands focused on various aspects of travel.

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