Rooms Hotels

Travelers More Likely to Book Hotels on Day of Arrival Than Any Day Prior

@SamShankman

Jan 31, 2014 7:00 am

Skift Take

Same-day booking is a trend that’s here to stay, especially given its popularity during a season when most travelers try to book ahead for the holidays.

— Samantha Shankman

The Future of Meetings in the Hospitality Industry

 / PlaceIt by Breezi

HotelTonight expanded its product mix to include HighRoller penthouses and luxury suites. / PlaceIt by Breezi


More travelers today book a hotel room the day of their arrival than any other time.

Same-day bookings accounted for 29 percent of all U.S. hotel bookings in the fourth quarter, reports travel marketing firm Sojern. This is based on data from Sojern’s partners.

The second most popular time to book was one to two days before arrival followed, by any time 3 to 7 days prior. Thirty-seven percent of travelers booked less than a week ahead of their stay.

Only 24 percent of travelers booked their hotel more than two weeks before arrival.

The popularity of same-day booking is being driven by new apps like HotelTonight that make it easier to book only once necessary. Other booking sites like Priceline have responded by promoting their own same-day booking features.

Sojern attributes the rise in same-day bookings to customers’ perception of hotel pricing stability.

“The tendency for travelers to book their hotel the same day as their departure is a long-term trend, reports Sojern’s Q4 trends report.

“Instead of grabbing the lowest price by booking ahead of time, travelers seem to consider hotel prices as less fluctuating and therefore lower priority for booking.”

The report also revealed that despite the popularity of same-day bookings, more people book ahead of time when traveling in bigger groups during the holidays.

The percentage of travelers that book more than 30 days in advance doubled from 6 percent to 12 percent in the fourth quarter.

The breakdown of hotel booking lead time for the fourth quarter is below:

Screen Shot 2014-01-30 at 5.32.33 PM

Tags: , ,

Follow @SamShankman

Next Up

More on Skift

Daily Travel Startup Watch: Hinstant, Zensuite and More
How Pharrell’s ‘Happy’ Is Spawning Amazing Travel Videos From Around the Globe
Behind the Economics of Travel Metasearch
How to Find the ‘Holistic Traveler’ Trapped in Your Data

We're the Moneyball of the Travel Industry

We know what's coming next in travel. Subscribe to the newsletter and get all the goodness in your inbox daily.