Is it possible that William Shatner may soon be recognized by more people for his role as the Priceline Negotiator than as Captain Kirk? That may well be the case if things continue as they have been for the online travel company, whose advertising campaign he has become the face of. (Shatner's character proved so popular that the company brought him back from the dead in August, after an 8-month absence from the brand's advertising.) Priceline allows you to "Name Your Own Price" for hotel rooms while also offering deep discounts on flights, rental cars, cruises and more. Bookings have increased by at least 50% every year for the past two years with last year's increase driven by a 52.6% hike in hotel room reservations and increased international activity. Priceline’s net income doubled to over $1 billion in 2011.S -- N.S.