It was only a matter of time before the Priceline Group realised there was an opportunity to take on the B2B car rental market.
The company has quietly made a move this week to challenge car rental technology providers with the launch of a dedicated B2B division for its consumer-facing RentalCars brand.
RentalCars had previously worked with a number of partners to provide them with a white label version of the website, but the process has now been formalised with the introduction of RentalCars Connect.