The Priceline Group recently surpassed Expedia to become the world's highest-grossing online hotel reservations company and the largest player in online travel.

The company is starting a Canadian ad campaign to promote its Booking.com accommodation booking site. In addition to Booking, Priceline operates priceline.com, Agoda.com, KAYAK and rentalcars.com and other brands.

Priceline Group CEO Darren Huston spoke to CBC’s The Lang & O’Leary Exchange about the success of Booking.com, which has staff in Vancouver, Calgary, Toronto and Montreal who work with local hotels, motels and B&Bs.

“Those local teams work with the properties very much hand in hand because they want to make sure they get the lowest price for the guest, but they also need to get the availability,” he said.

“Properties in low times, they’ll take all the guests they can, but in high times we want to make sure that our guests can get rooms as well.”

Huston says Priceline was built on a better consumer experience online and leveraging the power of the internet.

“A little B&B in Niagara, we might find them a guest in China. That’s our value proposition and we can make money doing that,” he said.