Now That's Last-Minute: New Priceline.com Study Shows That Almost Half Of
Mobile-Equipped Travelers Waited Until After 5:00 P.M. To Book Their New
Year's Eve Hotel Rooms
Data also shows that Las Vegas Strip was #1 for last-minute bookings
NORWALK, Conn., Jan. 28, 2013
NORWALK, Conn., Jan.28, 2013 /PRNewswire/ --A new priceline.com (Nasdaq:
PCLN) study of New Year's Eve hotel booking activity has found that 42% of all
mobile-equipped travelers waited until after 5:00 p.m. local time to pull the
trigger on their New Year's Eve hotel reservations. Meanwhile, 65% booked
their rooms after 2:00 p.m. and 13% waited until after 9:00 p.m. to make their
reservations. The data reinforces earlier priceline.com studies suggesting
that travelers with mobile devices are more prone to make their travel
reservations at the last minute, often after they've arrived in their
"Travel apps like Priceline can be game changers for hotels on holidays like
New Year's," said John Caine, priceline.com's Chief Product Officer. "It
gives them that one more shot at selling last-minute rooms to mobile-equipped
travelers who already may be in, or close to town, having dinner, clubbing, or
watching the fireworks."
To assemble its data, priceline.com reviewed bookings made through its free
Priceline app for iOS and Android devices, and its Tonight-Only Deals service
for the app. The app is particularly popular among mobile users because it
allows them to find hotel discounts up to 35% or more for check-in that same
night. Every Tonight-Only Deal shows the exact hotel along with amenities,
photos, location, guest reviews, satisfaction scores and, of course, the
specially discounted rate.
The New Year's Eve study looked at which destinations were the most successful
in pulling in procrastinating revelers, and where these mobile consumers found
the biggest room savings.
Top Last-Minute New Year's Eve Destinations For Mobile-Equipped Travelers
#1Las Vegas Strip
#4Downtown San Francisco
#6Chicago's Grant Park
#7Atlanta's Midtown/Downtown Area
#10 Downtown Seattle
Savings, which were substantial in some cities, could have been a driver for
close-in New Year's bookings. Mobile-equipped travelers using the
Tonight-Only Deals feature on the Priceline app to book their New Year's Eve
rooms saved an average of 53% in San Francisco, 52% in Las Vegas, 41% in
Seattle and 37% in Chicago.
The Priceline app with the Tonight-Only Deals feature 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
Priceline.com also has a mobile-friendly website m.priceline.com.
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 260,000 hotels (as of January 1, 2013), 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 Deals^SM, 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.
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