Last minute accommodation service HotelTonight is giving its tried-and-true model a bit of an upgrade. The company has introduced a new feature called Tonight +1 which makes it easy for users to not only book a second night, but do so at a 30 percent discounted rate. Available at booking, this feature gives hoteliers a way to fill unused rooms with price-conscious guests who may feel inclined to stay in town a little longer.
“Our mission is to encourage spontaneity,” said HotelTonight chief executive Sam Shank. “Tonight +1 helps us deliver on this in a new way by giving people the opportunity to extend their experiences while getting really great deals. It’s important that we continue to find unique ways to keep our customer experience fresh and to help our hotel partners preserve brand loyalty.”
For the most part, users will be able take advantage of Tonight +1 when the mood strikes them. However, the discounted option will be limited based on a hotel’s occupancy and will be dependent on rates — the second night’s stay must be comparable to or less expensive than the first night. Amanda Richardson, the company’s vice president of product, told VentureBeat that participating hotels may not have availability on certain days or weekends. However, the feature is available worldwide and has already been adopted by hundreds of HotelTonight’s partner hotels.
Many users are already traveling for multiple nights. In fact, Richardson said that HotelTonight sees a third of its repeat bookers staying the next night in the same city. So instead of having to hop between hotels, jumping from room to room in an effort to save money, guests can enjoy convenience and savings together.
In addition to this new feature, the platform offers Look Ahead, which provides a snapshot of last-minute room rates, expected savings, hotel availability, and more to help users find the best place to book. Travelers can also take advantage of GeoRates, which offers location-specific discounts — up to 40 percent off HotelTonight’s already-discounted rates.
And while the company considers itself to be all about spontaneous bookings, the definition of “last minute” means different things to different people. For those who consider last minute to be “Oh, I’m going on a trip next week and forgot to book a place to stay,” there’s HotelTonight’s seven-day reservation system.
The question remains, will Tonight +1 help HotelTonight beef up its revenue? More than a week ago, the company announced that it had cut 20 percent of its workforce in an effort to reach its revenue and growth targets.