The travel industry has seen a huge resurgence over the past five years or so, after a slump caused by the attacks of September 11, 2001. Strong economies and low-cost air travel have spurred the trend, and lately, Europeans have been taking advantage of the strong euro, which can often buy a better vacation in the United States.

"The travel market there (in Europe) is at least equal in size to the market in the United States," said Boyd. "It's also a very fragmented market," he added, because of the variety of languages and lack of large hotel chains.

Priceline, which competes against Expedia Inc. (EXPE.O: Quote, Profile , Research) and others in the global online travel market, is now introducing European customers to the wide array of U.S. hotels accessible through its site. At the same time it is also working to provide more information on Europe's smaller hotels to U.S. customers.

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