As the cost of travel rises, Priceline has brought back its iconic character, the Negotiator, to appeal to Americans interested in taking a summer vacation.
The OTA launched its latest campaign featuring the Priceline Negotiator earlier this month.
The launch spot for the campaign -- which will appear across broadcast, streaming, audio, social and online video -- features William Shatner, the original but now retired Priceline Negotiator. It also introduces the new Negotiator, actor Randall Park.
Actor Randall Park as the new Priceline Negotiator. Photo Credit: Priceline
Priceline is a Booking Holdings brand. Booking Holdings is No. 1 on Travel Weekly's Power List.
The commercial coincides with Priceline research that found that while 44% of Americans believe a summer vacation feels out of reach this year, 73% are determined to take one anyway, according to Lesley Klein, Priceline's senior vice president of strategy and brand marketing.
"This moment of tension presented the right time to bring back the Negotiator, a character who has always fought on behalf of travelers," Klein said. "The Negotiator is relentless about finding value, while bringing energy, humor and humanity to a challenge travelers are really feeling right now."
Addressing affordability concerns
Priceline's research mirrors Travel Weekly's own. A March reader survey found that the economy and the rising price of travel were two of the three biggest concerns of advisors' clients who were hesitant to travel; those concerns were only eclipsed by geopolitical anxiety.
Lesley Klein
Klein said affordability is shaping the way travelers are thinking about summer trips, and Priceline is acknowledging that through its latest campaign.
"I think that is why it matters now," Klein said. "Travel is emotional, but the decision-making has become more practical. Priceline helps remove some of the friction by giving travelers more ways to save, compare options and feel confident moving forward."
She said Priceline is targeting those travelers who are still prioritizing travel and trying to make more of it happen, despite affordability concerns. Millennial and Gen Z travelers are also a big focus; the campaign actually started with a TikTok search for the next Negotiator, she said.
"The goal was to bring people into the story early and then give them a Negotiator who feels right for this next chapter," Klein added.
Park was ultimately chosen for his "great combination of intelligence, warmth and comedic intensity." He also has the ability to make the character his own, following the big footsteps of Shatner, she said.
The success of the campaign will be measured in a variety of ways, from its ability to build an emotional connection between the brand and its travelers as well as brand health and perception scores. Klein said Priceline is especially watching its impact among younger travelers.
"And of course, we'll be watching commercial performance," she said. "Ultimately, success means travelers remember the work, understand what Priceline can do for them and feel more confident booking the trips they want to take."
Emma Weissmann contributed to this report.