Today’s modern US traveler takes shorter and more frequent trips, to visit family in places like Rome, Georgia than trips of a lifetime to places like Rome, Italy, according to new priceline.com data.

Following trends in consumer behavior and mobile technology, priceline.com now offers 300,000 more bookable properties of all types, the largest selections of luxury rental cars available and a completely redesigned mobile flight product. New advertising will feature less heavily its iconic ‘Priceline Negotiator,’ William Shatner, but will concentrate on a campaign asking the same question: “to go or not go” during high-profile sports spots.

It has also identified that 75% of mobile bookings on priceline.com are reserved for same day or next day check-in, so speed and ease of use are a new focus.

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