Once William Shatner returns to commercials, consumers may begin to remember why Priceline was the leader in online travel bookings and feel confident in using the service once again, rather than traveling through competitors like Expedia (NASDAQ: EXPE), Orbitz (NYSE: OWW), Travelzoo (NASDAQ: TZOO) and Ctrip.com (NASDAQ: CTRP), all of which have been trending upward recently (with the exception of Orbitz, which traded down seven percent during Wednesday trading).

FORBES: Priceline Customers: Bring Back the Negotiator!