Priceline is an online travel agency (hotels, flights, cars, packages) operated by priceline.com LLC, a wholly-owned subsidiary of Booking Holdings Inc. (NASDAQ: BKNG), which also owns Booking.com, Agoda, KAYAK and OpenTable. Priceline's own privacy policy discloses collection of geolocation data (general and, with consent, precise device location), inferred purchasing-habit profiles, device and web-log information, and search preferences; it names Booking Holdings companies, external service providers and third-party partners as recipients of shared personal data, and separately discloses that geolocation and online/network-activity data shared with marketing and advertising networks and analytics vendors may be considered a "sale" or "sharing" under state privacy law. Third-party advertising cookies are used to serve ads on-site, and the iOS App Store privacy label independently confirms Purchases, Search History and Identifiers are used to track users across apps and websites owned by other companies. Booking Holdings' FY2025 Form 10-K documents a NIST-aligned cybersecurity program with a biennial third-party assessment and board/audit-committee oversight; no privacy-specific breach, FTC order, or regulator fine was found in the sources reviewed.
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[2026-01-30] · COLLECTION
Priceline's Privacy & Cookies Policy (Last Updated on January 30, 2026) lists 'Geolocation data' among collected categories, specifying both general device location and, with consent, precise device location, alongside inferred purchasing-habit profiles, device information, web-log information, and search/bid preferences.
Priceline's own privacy policy states that the website is owned and operated by priceline.com LLC, a subsidiary of Booking Holdings, Inc., establishing the parent-subsidiary relationship directly from the operator's own disclosure.
Booking Holdings Inc.'s FY2025 Form 10-K (filed with the SEC 2026-02-18) names Priceline as one of five primary consumer-facing brands operated by the company, alongside Booking.com, Agoda, KAYAK and OpenTable, confirming the subsidiary-brand structure in a mandatory public filing.
Priceline's privacy policy states it shares personal data with external service providers (e.g., hotels, airlines, car rental agencies), other Booking Holdings companies, and third-party partners and agents as necessary to perform transactions and manage its business. The same policy separately discloses that internet/network-activity information and general geolocation data based on IP address may be disclosed to marketing and advertising networks and data analytics vendors, and states that in certain jurisdictions such sharing may be considered a legal 'sale' or 'sharing' of personal data, with a corresponding opt-out right.
Booking Holdings Inc.'s FY2025 Form 10-K (Item 1C, Cybersecurity) states the company leverages NIST cybersecurity and privacy frameworks, annually measures program maturity against them, and engages a third party every other year to assess against these frameworks, with results reviewed by the Board of Directors and the Cybersecurity Subcommittee of the Audit Committee; no privacy-specific breach or regulator action was found in the sections of the filing reviewed.
The Priceline iOS App Store listing's developer-declared App Privacy section states that Purchases, Search History and Identifiers data may be used to track the user across apps and websites owned by other companies.
Priceline's privacy policy's 'Ad Targeting' section states the company works with third-party advertising companies that are permitted to place and access their own cookies on visitors' computers to serve advertisements on the site.