Priceline.com, founded in 1997 and U.S. based, is one of the leading online travel reservation Web sites in North America. The company’s travel products include airline tickets, hotel rooms, car rentals, vacation packages, cruises, and destination services. Priceline’s unique pricing structure offers its customers two options for purchasing travel - the ability to purchase travel services in the traditional, price-disclosed manner and the Name Your Own Price service that allows customers to make offers or bid for travel services at discounted prices. International brands include Booking.com and Active Hotels in Europe and Agoda in Asia.