The Expedia Affiliate Network does it, and Orbitz and Travelocity, too, so why not Priceline?
The focus is on their respective private label businesses as Priceline announced a deal with Overstock, taking over the online retailer's travel tab, including vacation packages, hotels, flights, cars and -- interestingly -- Name Your Own Price.
The opaque bidding offering is co-branded O.co travel powered by Priceline.com.
Overstock has been dabbling in travel. It launched a vacations tab in March, powered by Texas travel agency Rovia, but Overstock says Priceline now runs Overstock's entire travel offering.
Priceline may be trying to reinvigorate its private label Priceline Partner Network, which was formerly known as Hotels By City.
The Priceline Partner Network says it offers customizable private label deals with high commissions, and claims: "Our goal is NOT to be the largest affiliate program, so participation is limited to only those sites with a proven track record of success!"
Priceline has some unpublicized private label deals, although Overstock and PetFriendlyHotels.com are the only ones recently publicized.
"Overstock isn't the only one to offer Name Your Own Price, but it is the largest partner to date," says Priceline spokesman Brian Ek.
Whether Priceline has a substantial, existing customer base for the Priceline Partner Network is open to question.
The partner network website refers to "a new affiliate program from Priceline" and the private label business receives no mention at all in Priceline's annual 10-K filing with the US Securities and Exchange Commission.
Priceline's private label initiative comes as Expedia and Orbitz, in particular, are making strides with their respective programs.
For example, Orbitz later this year will kick off a private label deal with American Express and expects a material change in its business from other private label business in the pipeline.