GOOD DAY, READERS.
Priceline has just launched a new campaign from an old friend. William Shatner, now 95, lit up televisions of yore in his role as the Negotiator, and now he’s straight to TikTok users’ feeds with a campaign to seek out his successor. Applicants are to post a 10-second TikTok duet that responds to his interview questions. It’s a cute return to Shatner’s ad spots for the company, which ran for two decades from 1997.
It’s also a reminder that despite Priceline’s parent company Booking Holdings continuing to progress in taking its European Booking.com OTA over to the U.S., Priceline’s brand name and campaign identity still means a lot. Even to younger TikTok audiences who’ve no idea what Star Trek is, even in spite of current economic pressures on the average American consumer, Priceline still has vast cultural resonance.
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William Shatner Is Taking TikTok Applications for New Priceline Negotiator Campaign: Exclusive
by Dennis Schaal
Priceline has been a savvy marketer over the years, and this ad campaign tease hits the right notes at a time when affordability concerns are a major trend.
A 12% Stake and a Looming Board Meeting: What Does Accor’s Activist Investor Want?
by Sean O'Neill
The activist fund Parvus has become Accor's largest shareholder without telling anyone why.
Frontier Says It’s Poised to Gain From Spirit’s Collapse
by Meghna Maharishi
Frontier is looking to absorb some of Spirit’s demand and expand in markets like Orlando, Fort Lauderdale, Dallas-Fort Worth, and Detroit — all of which are former Spirit strongholds.
WUNDERKIND + SKIFT
Identity isn't a data problem anymore. A new guide from Wunderkind explains why it's become a revenue problem, and the missing layer between marketing orchestration and execution.
Travel marketing is being rewritten in real time — and most brands are still playing by the old rules. See what 10 industry leaders are doing differently. Get the report.
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CHART OF THE DAY
The global travel industry in March 2026 is at an inflection point that is both geopolitical and behavioral. The Skift Travel Health Index, at 101, indicates 1% year-on-year growth.
North America stayed at 99 in March, indicating a 1% drop compared to last year. The 2% decline in U.S. travel performance is being offset by 5% gains in Canada. The U.S., however, is not really declining rapidly. The index score has barely moved through the first quarter of this year.
There is a clear softening in the destination and hotel indices in the U.S., suggesting a dip in the intention to travel there and sluggish hotel demand. Aviation and short-term rentals, on the other hand, are leading the market with a 4% year-on-year increase.
SKIFT TRAVEL 200
How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here.
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