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. Protecting Your Personal Data

Protecting your Personal Data is a top priority at Priceline. We employ technical, administrative and physical safeguards that are designed to prevent unauthorized access, maintain data accuracy, and to ensure correct use of Personal Data. To provide protection for credit card transactions while in transit, Priceline currently uses Secure Socket Layer encryption. If you have reason to believe that your interaction with us is no longer secure (e.g., if you feel that the security of any account you might have with us has been compromised), please contact us immediately as detailed in the "Contact Us" section of this Privacy & Cookies Policy.

3. Use of Your Personal Data

We use Personal Data to provide you with services, to build features that will make the services easier to use, and to contact you. This includes a faster website experience, better customer support, timely notice of new services and special offers, and more relevant content.

Our legal basis to use your data, where one is required to be provided by applicable law, is as follows:

1. (a) as necessary to perform a transaction;
2. (b) as necessary to comply with a legal obligation (such as record keeping to substantiate our compliance with law);
3. (c) where you have provided consent as appropriate under applicable law; and
4. (d) necessary for legitimate interests such as marketing that you have not previously objected to receiving.

In general, you need to provide the Personal Data in order to make a reservation and otherwise enter into a transaction with us, for us to provide you with travel reservation services, and as may be required for our compliance purposes in connection with such transactions, except in limited instances when we indicate that certain information is voluntary. Not providing Personal Data may prevent us from providing you with requested information and carrying out transactions. However, you can always exercise control over our use of Personal Data for direct marketing (click here for details) and you can control the use of cookies on our site (click here for details).

We also use your Personal Data as described in the "Sharing Your Personal Data" section below.

4. Sharing Your Personal Data

Priceline only shares your Personal Data as disclosed in this Privacy & Cookies Policy or as otherwise authorized by you.

Sharing your Personal Data for business purposes: We may share your Personal Data that we collect with the categories of recipients below for our business purposes:

Suppliers: We may share your Personal Data with airlines, hotels, car rental agencies or other involved third parties. Please refer to the websites of third party suppliers for their Privacy Policies.

Companies within Our Corporate Family: We share your information with our affiliates and subsidiaries in the U.S. and worldwide, as well as with our parent corporation, Booking Holdings Inc., and its other subsidiaries, including Booking.com, Open Table, KAYAK, Agoda, and Rentalcars.com (collectively, as defined earlier in this Privacy & Cookies Policy, our "Group Companies"). We may share your information with our group companies for the following reasons:

• To provide you with integrated services (including to administer and manage reservations, bookings, services, and payments across our affiliated platforms).
• To provide personalized offers or send you marketing communications with your consent or as otherwise permitted by applicable law.
• To enable "single sign-on", i.e., allowing you to log into a shared account for multiple Booking Holdings Inc. brands using a single set of log-in credentials, which allows us to, for example, show your reservations and bookings made through the websites, applications, and services of our group companies on your account page, and allow our group companies to show information in your respective account(s) with them.
• To provide customer support services.
• To detect, prevent, and investigate fraud and misuse of our services, other illegal activities, and data breaches.
• To analyze how users use our independent and affiliated platforms, including so that we may improve existing products and services and develop new features, products, and services that may be of interest to our users, or
• To ensure compliance with applicable law.

To learn more about your choices related to how we share your information with our group companies (including our subsidiaries, our parent company, and its other subsidiaries), please see the How You Can Access or Change Your Personal Data and Your Data Subject Rights section below.

Business Partners: In order to provide you with certain services, we may share your Personal Data with our business partners, or require that you transact directly with a business partner, such as for Priceline Cruises, which are offered through World Travel Holdings, Inc., or Group Hotels, which are offered through Lexyl Travel Technologies, Inc. When you provide Personal Data in connection with these types of services, you are providing such Personal Data to those business partners, which hold such Personal Data on our behalf. Our contracts with our business partners offering these services require them to maintain such Personal Data in accordance with this Privacy & Cookies Policy. Please refer to the websites of business partners for their Privacy Policies and other information.

Priceline's Agents and Vendors: Many of the operations we perform require us to hire other companies to help us. Examples of such operations include sending and delivering postal mail and email, analyzing data we collect, marketing our services, handling credit card transactions and providing customer service. While the companies we engage have access to Personal Data to perform their functions, they may not use it for other purposes. Priceline requires these vendors to enter into confidentiality agreements and to agree to act in a manner consistent with the relevant principles articulated in this Privacy & Cookies Policy. In some instances we utilize service provider platforms to help us provide certain services, such as our career services provider. This Privacy & Cookies Policy governs the collection and use of your Personal Data even though you are on a third party website. In these instances, you will always know whose Privacy & Cookies Policy governs the collection and use of your Personal Data by clicking on the Privacy & Cookies Policy link provided..