Welcome back William Shatner – if only for some TikTok fun.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Read online 🖖Priceline's Shatner Return Welcome back William Shatner – if only for some TikTok fun. 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.     Skift IDEA Awards Prices Increase This Week The Skift IDEA Awards honor the most innovative work shaping the future of travel. Prices increase this week - enter by Thursday, May 7 at 11:59 p.m. ET to save $50. Lock in the lowest rate now and you’ll have until July 1 to submit your entry. PURCHASE YOUR ENTRY         DON’T MISS THESE STORIES 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. View Article 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. View Article 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. View Article         The Identity Gap Holding Back Travel Marketing Performance 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. Get the Guide         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.         MORNING HEADLINES Airbnb Expands Delta Partnership to Boost Experiences and Services GET THE STORY JetBlue and Rivals Race to Grab Spirit’s Routes and Customers GET THE STORY Turkey’s Tourism Held Up in March Despite Sharp Drop in Gulf Travel GET THE STORY Grab Takes Taxis Across the Singapore-Malaysia Border GET THE STORY Dubai Strengthens Passenger Rights Rules to Rebuild Traveler Trust GET THE STORY Why Agentic AI Is the Biggest Threat to Legacy Hotel Software Vendors GET THE STORY         For $7 a week, Skift gives you something the industry is missing – the full picture. Subscribe today for 25% off.         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. PREVIEW THE NEW RESEARCH         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. GET TODAY’S INDEX SCORE         See more essential travel news in your search results. ADD SKIFT ON GOOGLE         Thanks for reading. We are switching to a new email platform to improve delivery. What does this mean for you? During this transition, these emails might land in your promotions or spam folder. To ensure you don’t miss out, please move this newsletter to your primary inbox.       DEFINING THE FUTURE OF TRAVEL. Update your email preferences or unsubscribe here © 2026 Skift 35 W 31st St. New York, New York 10001, United States Terms of Service