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"It may cost a little money to get the app out into the marketplace and to increase your downloads, but once you’ve got it out there you really have a customer at a very efficient acquisition cost for a long period of time," Boyd said.
Priceline shares are up 57 percent year-to-date, and a lot of investors look to the company's hotel bookings in Europe for clues on that economy. Boyd said that while Europe is still an important part of the business, North America, South America, and Asia are actually larger markets, part of Priceline's global strategy investors should look at to "understand the whole picture."
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.
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