Priceline’s $600 Million Man: Shatner Wins Online Travel Booking Bet

Canada, Celebrity Travel, Travel News — By John Curran on May 6, 2010 at 9:49 am

Travelers these days know that online booking sites can save them money when it comes to getting a deal on the best flights, hotels and even rental cars. But one star made the bet more than a decade ago, and now he’s reaping the benefits.

According to the Toronto Sun, Shatner took a page out of the entertainment industry’s playbook, forgoing a salary when he signed up to be the pitchman for Priceline’s online booking website. Instead he took shares in the fledgling company in 1997. As the company has grown, so has his worth.

In fact, media estimates of the value of Shatner’s stock in Priceline put his worth at more than $600 million, a far cry from the days in between his popularity in Star Trek and T.J. Hooker when the actor was struggling to find consistent roles.

If you’re an investor, the lesson is to put your money where your mouth is if it’s something you believe in; Shatner has likely made more money from his zany spots for Priceline than his other acting projects combined. As a traveler, it’s a reminder that the value of discounted airfare and other travel needs is a strong one, and one that investors on  Wall Street are backing. Priceline isn’t the only name out there, but with the projected increase in airfares due to fuel costs and the Continental-United merger, as well as the Hertz-Dollar Thrifty rental car union, it pays to do some research to find the lowest prices out there.

[Image: Priceline.com]

Tags: online booking, Priceline, William Shatner

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