September 14, 2011, 12:43 PM

William Shatner points to a new priceline.com iPad app

The travel company eases hotel booking for users of the popular tablet.

Lead Photo

Only one company can claim TV and film icon William Shatner as its app screen icon, and that would be priceline.com, which is bringing the levity of its television commercials along with its official spokesman to the tablet realm.

Priceline.com has unveiled its first app for Apple Inc.’s iPad that enables users to negotiate for and book hotel rooms. The app’s opening screen reads “Department of Negotiation” over a top secret vault-like display. The app then uses the iPad’s GPS technology to pinpoint the user on a map, which highlights hotels and their room rates in the general area.

The vault-like design is continued through the priceline.com app, at the top and bottom of the screen. The app includes a search by city or airport box at the top of the screen and a toggle switch at the bottom that flips the app between Browse and Negotiate modes. Buttons for travel dates are included at the bottom.

Consumers can view the map four ways. Price View highlights price points which are color-coded from red (the highest rate) to blue (the lowest rate). Star Level View shows hotels by ratings. Guest Satisfaction Score View displays the average satisfaction scores, from 1-10, posted by priceline.com guests for each hotel. And Name Your Own Price View displays the zones in a city where priceline.com has Name Your Own Price hotel partners. A tap on the icons displayed in each view brings up full hotel details. Users can zoom in and out on all views.

Once a traveler has selected the hotel, zone or star level she wants, she uses the quick booking feature to book her room, all without leaving the app.

“Our new iPad app is designed to be an extremely convenient, simple and fast hotel searching and booking tool for a traveler on the go who wants to stay in a particular part of town,” says John Caine, priceline.com’s senior vice president of marketing.

Priceline also offers the Hotel & Rental Car Negotiator app for the iPhone and iPod Touch.

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