By Margo D. Beller, Special to CNBC.com NEW YORK ( CNBC) -- Priceline ( PCLN) is profiting from the old adage that good things come to those who wait. Its Booking.com Tonight application, launched last week, is picking up a lot of traffic from mobile-savvy travelers who land in an airport and only then order a rental car or a hotel room, CEO Jeffery Boyd told CNBC's "Squawk on the Street" Thursday. According to Boyd, Priceline has noticed an interesting pattern: The majority of U.S. reservations were made the same day and usually within a couple of hours of checking into a nearby hotel or picking up a car from the rental counter, at which point travelers can get discounts of up to 50% from Priceline suppliers. "Being able to give our suppliers, the hotel and the rental car companies in particular, information about where a customer is at a given point in time allows them to hone their discounting strategy and capture customers making a last-minute booking," he pointed out.
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Interestingly, he said the desire for big discounts is more of an American phenomenon. Overseas, he said, the focus is more on having a wide selection. That's why Priceline's online offerings have different brand names and strategies, depending on location. Speaking of America, could former spokesman William Shatner be making a comeback? Killed off -- metaphorically -- after Priceline shifted from its "Negotiator" strategy to focus on its "Procrastinator" strategy, Boyd wouldn't say one way or the other whether the "Star Trek" and "Boston Legal" star might be back. "We'll have to wait and see what happens with Mr. Shatner," Boyd said, smiling. --Written by Margo D. Beller at CNBC