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% higher than similar bookings in November and the first half of December.
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.
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% 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% 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.
The third most-cited reason (27% 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% of these respondents, and a full 3% 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.