Speaking at a roundtable discussion during the CIBC World Markets Media, Internet and Telecom Conference in Boston, which was webcast, Priceline.com Inc. President and Chief Executive Jeffery Boyd said the European travel market is quite different from the U.S. market and that offers Priceline opportunities both from the supplier and purchaser ends.

Europe, for example, is dominated by independent hotels, with many being family owned and small in size, Boyd said. That's in contrast to the U.S., where a few large chains dominate, he said. Many of those small hotels don't have the resources for online marketing, Boyd added.

Also, English is the dominant language in the U.S., but that's not the case in Europe, Boyd said. Local languages and customs make it harder to reach customers, he said.

Given that complexity, customers searching for help with their travels to Europe need a company such as Priceline, Boyd said. Pictures, customer reviews and descriptions are key for those customers, he said.

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