Boldly going where another travel site has gone before, SideStep has brought on Patrick Stewart as its spokesman.

In the online travel world, one of the biggest battles for new customers has come down to this: Captain Kirk vs. Captain Picard.



Patrick Stewart, who played Captain Picard on “Star Trek: The Next Generation,” is the new company spokesman for travel search engine SideStep. That’s a direct challenge to rival Priceline.com, whose ads have long featured William Shatner, Captain Kirk on the original “Star Trek.”

(Via Tripso Daily.)