Surge In Priceline.com App Hurricane Sandy Bookings Shows More Consumers Go
Mobile To Secure Emergency Hotel Rooms
NORWALK, Conn., Dec. 18, 2012
NORWALK, Conn., Dec. 18, 2012 /PRNewswire/ --For priceline.com's (Nasdaq:
PCLN) mobile apps team, the sudden spike in booking activity beginning October
25^th was almost as telling as the weather reports that something major was
about to happen in the northeastern U.S.
It was a scenario they'd seen before in 2011, when a freak October snowstorm
left many without electricity and a warm place to stay. Hurricane Sandy has
just passed over Cuba and was churning toward landfall in the States.
Mobile-equipped consumers in the soon-to-be-affected tri-state area (New
Jersey/New York/Connecticut) wasted no time firing up their Priceline: Hotels,
Flights & Rental Cars(sm) app to secure safe lodging in advance of the monster
"Mobile devices are fast becoming an essential part of an emergency
preparedness kit," said John Caine, priceline.com's Chief Product Officer.
"Finding accommodations in a weather emergency is usually a race for a limited
number of rooms. A phone book and a telephone can be a time-consuming recipe
for disaster. With an iOS or Android phone and the Priceline: Hotels, Flights
& Rental Cars(sm) app, consumers instantly have comprehensive lists of hotels
on-screen and can book those fast-disappearing rooms with just a few taps."
Looking at the combined booking activity for all three affected states, it was
clear that speed in getting a room was important with Hurricane Sandy fast
approaching. On October 26^th, bookings at hotels located within 5 miles of
customers were running 67% higher than normal (Hurricane Sandy was still 3
days away). By Sunday the 28^th (the day before Sandy's landfall), those
bookings were 129% above normal levels.
Demand for rooms was keenest in the affected parts of New York State, where
bookings at hotels within 5 miles of customers were running 132% above normal
on October 28^th, and 142% above normal on the 31^st. Also on the 28^th,
bookings at Connecticut hotels within 5 miles of customers were 109% above
normal, and 108% above normal further south in New Jersey.
As nearby hotel availability dwindled, customers broadened their search,
despite deteriorating travel conditions. On Friday the 25^th, average
bookings in the 3-state area at hotels between 5 and 35 miles away from
customers were up only 22% above normal. By Sunday the 28^th, the more
distant bookings were approximately 78% above normal.
In addition to the added miles, consumers were broadening their hotel star
preferences in an attempt to secure rooms. On October 24^th, before the
spike, the average star level requested by priceline.com app customers was a
3. By October 27^th, it had averaged down to 2.91, then down to 2.61 on
By October 29^th, landfall day in New Jersey, hotels in the affected tri-state
area were under sell-out conditions, and the mobile booking trend data showed
it. Even for hotels between 5 miles and 35 miles away from consumers, the
3-state average accepted bookings from the priceline.com app had tumbled to
32% below normal levels. Availability of rooms had dried up, leaving some to
wait out the storm and its after-effects at home. Connecticut residents were
hit hardest by the hotel shortage, with bookings on October 29^th running 86%
below normal for hotels within 35 miles of a customer. Over in New York,
October 29^th bookings were 28% below normal levels for hotels within 35 miles
of a customer.
"The Hurricane Sandy data indicates that mobile devices and apps are emerging
as the 'go-to' solutions for consumers when emergency weather-related travel
is required," said Caine. "They are using these apps to help them be first in
line for travel services. And it now appears that, unlike the typical
last-minute booking activity we see among mobile travelers, these customers
are most definitely not waiting around to make their bookings. In fact, our
mobile customers may have been days ahead of the heaviest reservation request
activity seen by area hotels."
Priceline.com's travel app, Priceline: Hotels, Flights & Rental Cars(sm), is
optimized for the iPhone5 and is available for all iOS devices (iPhone, iPod
touch, iPad, iPad mini). It can be downloaded for free from the iTunes store
Priceline.com also offers a version of the app, with hotel and rental car
booking features, for Android, that can be downloaded for free from the
Travelers with other devices can access priceline.com's mobile-friendly
website at m.priceline.com.
The app enables consumers to make their travel reservations up to the
last-minute from virtually anywhere. In need of a hotel? Travelers can
choose from over 201,000 published-price hotels around the world. They can
also take advantage of Express Deals(sm), a new hotel service that saves up to
45% on hotel rooms without bidding. With Express Deals(sm), customers view a
page that includes amenities (pool, gym, on-site restaurant, etc.), hotel star
level, neighborhood, guest satisfaction scores, and a specially discounted
sale price. In many cases, customers can choose their bedding type (1 king, 2
doubles, etc.). After booking at the discounted price, the name of the
specific hotel is revealed. Last-minute bookers also can try Tonight-Only
Deals(sm), a service only available on the app, saves up to 35% on last-minute
rooms and names the specific hotel offering the deal. How about a rental car?
Choose from a variety of car types, brands and published-prices, or use
priceline.com's Name Your Own Price® rental car service to bid on a rental
car. Customers with iOS devices also can book airline tickets on the app.
iPad, iPhone, iPod Touch and iTunes are trademarks of Apple, Inc., registered
in the U.S. and other countries. Android is a registered trademark of Google,
About The Priceline Group
The Priceline Group (Nasdaq: PCLN) is a leader in global online hotel
reservations, with over 270,000 participating hotels worldwide. The Group is
composed of four primary brands - Booking.com, priceline.com, Agoda.com and
Rentalcars.com - and several ancillary brands. The Priceline Group provides
online travel services in over 180 countries in Europe, North America, South
America, the Asia-Pacific region, the Middle East and Africa.
Booking.com is the number one online hotel reservation service in the world,
offering over 250,000 hotels (as of December 4, 2012), and is available in 41
languages. More recent hotel counts are available on the Booking.com website.
Priceline.com gives leisure travelers multiple ways to save on their airline
tickets, hotel rooms, rental cars, vacation packages and cruises.
In addition to getting compelling published prices, travelers can take
advantage of priceline.com's famous Name Your Own Price® service, which can
deliver the lowest prices available, or the recently added Express DealsSM,
where travelers can take advantage of hotel discounts without bidding.
Agoda.com is an Asia-based online hotel reservation service that is available
in 38 languages. Rentalcars.com is a multinational car hire service, offering
its reservation services in over 6,000 locations. Customer support is provided
in 40 languages.
Contact: Press Information: Brian Ek, +1-203-299-8167, firstname.lastname@example.org;
Investor Relations: Matthew Tynan, +1-203-299-8487,
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