The immediate answer is that Priceline's already heavily involved in the online reservations business. In 2014, it splurged on the largest American reservations site, OpenTable. It coughed up a cool $2.5 billion in cash to buy the company, which it obviously coveted -- that amount represented a nearly 50% premium to OpenTable's stock price at the time. Although the synergy isn't apparent at first glance, restaurant reservations and travel do go together. After all, tourists tend to be fairly free-spending souls and part of the magic of visiting another city/country is experiencing the local dining scene. This sort of business, if OpenTable is any indication, is also very lucrative. In its last fiscal year prior to being swallowed by Priceline, the company netted $46 million in profit on $190 million in revenue, for a very wide profit margin of 24%. Those kinds of results alone make it a good fit for Priceline, which collectively is a set of well-in-the-black travel(ish) assets. Lately, the company has been posting net margins approaching 30%. Get the full story at Fox Business