USA
Priceline Brings Back the Negotiator to Save the Summer Vacation: As rising travel expenses continue to pressure household budgets across the United States, Priceline has launched its largest summer travel sale in company history while reviving one of advertising’s most recognizable characters — the Priceline Negotiator.
The online travel platform announced the return of the iconic Negotiator as part of its new “Unbummer Your Summer” campaign, aimed at helping Americans access affordable vacations during a period of increasing travel costs and economic uncertainty.
According to new research commissioned by the company for its upcoming State of Summer Travel Report, nearly half of Americans believe a summer vacation feels financially out of reach this year. Despite these concerns, 73 percent of respondents said they remain determined to travel during the summer months.
To lead the renewed campaign, actor and comedian Randall Park has officially stepped into the role of the Priceline Negotiator, succeeding legendary actor William Shatner, who originally made the character a cultural phenomenon in the early 2000s.
The transition was introduced through a nationwide TikTok campaign featuring Shatner “training” Park before handing over the role at Priceline’s fictional deals headquarters. The campaign combines nostalgia with modern digital marketing strategies aimed at younger travelers and social media audiences.
Brigit Zimmerman, Chief Executive Officer of Priceline, said the company’s mission has always centered on making travel accessible.
“Priceline was founded on the belief that travel should not feel out of reach. For more than 25 years, we have worked on behalf of travelers to find better deals and make more trips possible. Bringing back the Negotiator puts a recognizable face on a mission that has been core to Priceline from the beginning.”
Lesley Klein, Senior Vice President of Strategy and Brand Marketing, described the return of the Negotiator as a strategic move during what she called a “travel affordability crisis.”
“By leaning into something people have long known and loved about Priceline, we’re reinforcing our commitment to helping travelers get the deals they need to make travel happen,” Klein said.
William Shatner also praised the revival of the campaign and the selection of Park as his successor.
“The Negotiator was never just a character. He stood for fighting to get travelers the deal they deserve. Priceline never stopped doing that,” Shatner said.
Meanwhile, Randall Park said he was drawn to the campaign’s focus on helping families and travelers create meaningful experiences.
“Travel is tied to some of the most important moments in people’s lives. The Negotiator is there to fight for the traveler and to help make those moments happen,” Park said.
Major Summer Sale Offers Discounts Across Travel Categories
The “Unbummer Your Summer” sale officially launched on May 12 and runs through May 25, offering discounts across hotels, vacation packages, cruises, rental cars, and travel experiences.
Featured promotions include:
- Up to 30% off hotel stays
- $75 off hotel bookings of three nights or more using the code “STAYAWHILE”
- 10% off hotel Express Deals in the Priceline mobile app using “SUMMERSTAY”
- Up to 60% off vacation packages
- Up to 25% off rental cars
- Up to $1,000 onboard cruise credit plus $50 port credit
- 10% off Priceline Experiences between May 18 and May 25 using “SUMMERSALE10”
- Additional discounts for Priceline VIP members and Priceline VIP Rewards Visa cardholders
The campaign will run throughout the summer across television, streaming platforms, digital video, audio advertising, and social media channels. Priceline also announced partnerships with streaming platforms including HBO Max, Peacock, Pandora, and Tubi to provide ad-free and premium entertainment experiences linked to the campaign.
The creative initiative was developed in partnership with agencies including MIRIMAR, PHD, Small Girls PR, and Hello There Collective, with production handled by SixTwentySix and direction by Evan Bourque.
Priceline confirmed that additional promotions, advertising spots, and Negotiator appearances will continue rolling out throughout the summer travel season as the company seeks to position itself as a leading solution for cost-conscious travelers.
