United, American and US Airways are joining Priceline.com's name-your-price system. It's seen as a major show of support for the Stamford, CT, company which sells airline seats, hotel rooms, car rentals and other travel products on a bid system.
Other major airlines already participating in Priceline.com are Delta, Continental, Northwest, Trans World, America West and Midway.
Delta was the first major airline investor in Priceline.com. It is selling some of its shares so that the major airlines will be more or less equitably represented.
Priceline.com enables the airlines to sell seats that might otherwise fly empty without diluting their retail rate structure.
Customers name a price they are willing to pay for travel between cities, within certain parameters. If Priceline.com is able to find a ticket at that price that falls within their parameters, the transaction is completed and the ticket is issued.
Consumer advocates say the system works well for those who know how to use it.
"Travelers have to research prevailing fares before they place their bid -- and they have to be certain to specify exactly what their specifications are," said ConsumerAffairs.Com President James Hood. "Otherwise, they can wind up paying too much or taking circuitous routes."
Hood said tests by his organization found Priceline.com was especially suitable for finding low fares on last-minute travel.
