Expedia Brings Out Study Results on Last-Minute Mobile Hotel Bookings for New Year's Eve
Dec 28, 2012 (Close-Up Media via COMTEX) --
Having witnessed a spike in last-minute mobile hotel bookings during different national holidays, Expedia.com, an online travel agency, released the results of a study of such behavior.
Conducted online by Harris Interactive among 2,893 online U.S. adults, the study examined consumer willingness to use a mobile device to book a hotel room within 24 hours, and the various reasons for doing so.
According to a release, an analysis of Expedia booking patterns shows that the week leading up to New Year's Eve tends to see a surge in hotel rooms booked via mobile at the last minute. Such bookings are up to 50 percent higher than similar bookings in November and the initial half of December. Many last-minute holiday bookings, in fact, are made late at night, after the New Year has been rung in. According to the Harris Study, among adults with a history of booking a last-minute room on New Year's Eve, the most commonly cited reason (selected by 50 percent of these respondents) was necessity; they had consumed one or two drinks too many and elected to spend the night in a hotel. The second-most cited reason (selected by 35 percent of these respondents) was personal; they had found love (or believed they had), and chose to explore those emotions immediately, in a nearby hotel room.
Expedia said the third most-cited reason (27 percent of these respondents) was pure whimsy they felt they owed it to themselves to start the year in a comfortable hotel bed, perhaps with a free continental breakfast. Unnamed "Other" reasons were cited by 22 percent of these respondents, and a full 3 percent of these consumers gave no reason whatsoever for booking a last-minute room on New Year's Eve via mobile. They just went ahead and did it.
To celebrate revelry, romance and all reasons for booking a last-minute hotel via mobile, Expedia will award 1,000 bonus Expedia Points to Expedia Rewards members who book a hotel room through Expedia on December 31, up to 11pm via a mobile device. Membership is free. Expedia customers can join Expedia Rewards by visiting http://www.expedia.com/rewards. In addition, Expedia is offering a coupon for customers who book their New Years Eve hotel on the Expedia mobile app.
According to the survey, 13 percent of American consumers have booked a last-minute hotel room using a travel app or a travel website via a mobile device, defined here as a phone or a tablet. That percentage should rise; 37 percent of those who have never done this expressed they would be willing to consider doing so in the future. Among those who have already done so, 46 percent booked a three-star hotel on their most recent booking. 39 percent booked a four-star hotel. 6 percent booked a five-star hotel, while 7 percent booked a 2-star hotel and 2 percent settled for one star.
Expedia noted that it regularly sees mobile last-minute booking spikes during the holidays. In the first quarter of 2012, the busiest mobile booking period was around Valentine's Day weekend. The next-busiest booking period was around St. Patrick's Day, while the weekend following New Year's Eve was the third-busiest. These patterns suggest that romance and revelry are among the prime causes of mobile hotel bookings, no matter the time of year. And when the two factors combine, mobile booking surge.
Expedia offers hotel booking via its apps for the iPhone, iPad, Android phones and Windows 8 tablets.
The survey was conducted online within the United States by Harris Interactive on behalf of Expedia from December 11-13, among 2,893 adults ages 18 and older. The online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated, the groups noted.
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