Captain Kirk sure gets around. As part of the 10th anniversary of his gig as a Priceline spokesman, the online travel agency is airing several new TV ads, including one in which William Shatner chats in Mandarin. The spots also underscore the fact that Priceline no longer charges booking fees by introducing No Fee, a taciturn sidekick who likes to rough up bargain-hunters.
Weird? Yes. But these ads are also funny, and well worth a look even if you’re uncomfortable with naming your own price. I haven’t seen that kind of creativity since Kayak’s ad campaign last year.
The ads also raise the issue of booking fees. Hotwire also recently zapped its fees, which could renew pressure on the big three online agencies (Expedia, Orbitz, Travelocity) to start cutting or even eliminating their booking fees (of course, Hotwire is owned by Expedia, so it could be using this as a test case, too).
Anyone want to place bets on which online travel agency will be the first to kill its booking fees?
Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.
Elliott is consumer advocate 
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