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Priceline.com unveils new “Tonight-Only” hotel search

The new search feature will allow consumers to easily search for Tonight-Only Deals by sorting them to the top of the list.

According to new research commissioned by the brand, twice as many Americans today are using mobile travel apps to book hotel accommodations compared to 2013 and more than one third (35%) are doing so on a frequent basis.

As travellers become increasingly more comfortable booking same-day hotels via travel apps, priceline.com has come up with this change to promote mobile-exclusive deals.

Priceline.com said it also surveyed its own mobile customers to get a deeper understanding of today’s mobile travel shoppers that continue to shape the app and found that mobile users are not necessarily the spontaneous or procrastinator types. In fact, the majority (58%) of priceline.com’s mobile customers are planning trips in advance but waiting until the very last minute to pull
the trigger on booking the hotel, sometimes just hours before arrival, in order to get the best deal.

These new on-demand travellers, who check hotel rates in advance and know they will get the best price close to or on the day they need a room, along with spontaneous travellers who decide to travel last minute (about 42% of priceline.com’s mobile customer set), are shaping the continued digitisation of travel, with the ability to plan and book anywhere, anytime.

“Those who reserve hotel rooms at the last minute, especially on-demand travellers, continue to be the main drivers of mobile bookings as well as the inspiration for innovation around travel app products like priceline.com’s Tonight-Only mobile hotel deals,” said Brett Keller, Chief Marketing Officer for priceline.com.

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