Booking.com Challenging Parent Priceline in U.S. Travel

Priceline.com Inc. has been a prominent U.S. brand for 15 years thanks to celebrity spokesman William Shatner. Starting today, the travel company’s biggest unit is elbowing its way into American living rooms.

Booking.com, the Amsterdam-based division of Priceline that accounts for more than two-thirds of total revenue, is airing a series of commercials to introduce its hotel-reservation service to U.S. travelers. The 15- to 60-second spots, part of a campaign called “Booking.yeah,” will air on television stations and in movie theaters.