Statistics proving the procrastinating proclivities of others are always extremely popular – especially for travel marketers looking to capitalize on the “always on” nature of the mobile device.
Enter the latest number crunch by the last-minute hotel elves at Priceline.com, who gleefully discovered that 42% of all mobile-equipped travelers waited until 5pm to book their hotel on New Year’s Eve.
Â Beyond the 5pm threshold, 65% booked their rooms after 2:00 pm on the same day, and 13% waited until after 9:00 p.m. to make their reservations.
Mobile has clear implications for hotel operators, especially those looking to take advantage of the last-minute surge of bookings among mobile users.
In their most-certain-to-be-earth-shattering announcement, John Caine, Priceline’s Chief Product Officer points out that holidays are a clear time for hotels to encourage casual bookings they may not have received otherwise.
â€śTravel apps likeÂ PricelineÂ can be game changers for hotels on holidays like New Yearâ€™s.Â 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.â€ť
The user data came from bookings made on the Priceline and Tonight-Only DealsÂ app.
The New Yearâ€™s Eve study looked at which destinations pulled in the most revelers at the last minute, and where said procrastinators found the best deals.
Savings was substantial in some cities, with users enjoyingÂ an average rate cut of 53% in San Francisco, 52% in Las Vegas, 41% in Seattle and 37% in Chicago.
Here are the top last-minute New Year’s Eve destinations, according to Priceline’s statistics:
- Las Vegas Strip
- Downtown Chicago
- Houston Galleria
- Downtown San Francisco
- Downtown Boston
- Chicago’s Grant Park
- Atlanta’s Midtown/Downtown area
- Downtown Minneapolis
- Downtown Denver
- Downtown Seattle
For hotels concerned about the effect of discounting on their overall brand value, read this recent articleÂ about how a few select hotels are approaching the last-minute opportunity.