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Priceline Wields New Firepower in Defense Department Deal

Dennis Schaal photo
Dennis Schaal

Photo Credit: Priceline wins a contract to provide services to the U.S. military.  Flickr / David B. Gleason

Skift Take

Military family members notice when businesses are military-friendly. This deal with the Pentagon is certainly a win for the Priceline brand, if not a gargantuan boost for its business. Plus, it seems as though the Pentagon will be responsible for a lot of the marketing.

Priceline's new website, American Forces Travel, which it recently launched in partnership with the U.S. Department of Defense, is not a game-changer for the company, and may not even turn out to be material to parent company Booking Holdings' financial results. But American Forces Travel, the department's official leisure travel site, is something Priceline very much wanted to do. "We don't need to make it a loss leader, but it is not something we are looking to make deep margins or benefit from," Priceline CEO Brett Keller told CNBC last week. "This is something we are really proud to b

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