William Shatner has been Priceline’s spokesman for years, but the company is not following the script of Shatner’s Star Trek days. 

“It’s not just William Shatner, but the whole company has to boldly go where no travel company has gone before,” says Gary Leff, who writes the viewfromthewing.com blog. “They haven’t quite figured out how to teleport themselves into the future of online travel.”

Leff says Priceline’s third quarter earnings report will give a glimpse of the success of the company’s strategy of growth through the acquisition of other companies.  

Priceline seeks out new companies to buy, like the dinner reservation website Open Table.

Basically, Priceline is trying to be your one stop shop for everything; your plane ticket, hotel and restaurant reservation. 

“Priceline’s really trying to expand how much of the wallet it can capture from the consumers and keep them on a Priceline-branded website,” says Adam Fleck, director of consumer equity research at Morningstar.

Perhaps not a bold strategy, but enterprising.