Independent Hotels Introduce One Night App to Challenge OTAs
Screenshot via Google Play.
Standard International is taking a page out of HotelTonight's playbook in an effort to compete not only with the last-minute hotel booking app, but online travel agencies like Expedia and Priceline.
On Tuesday, the group behind Standard hotels launched the One Night app, a first-of-its-kind third-party mobile app for independent hotels.
Available for free download on iOS and Android devices, the app builds on the previously-launched One Night Standard app, making more hotels available to guests.
After 3 p.m. on a given day, users can log onto the app and see which properties have rooms available for that night. But rather than organize the hotels based on the best available price, users will view the hotels offering the best overall experiences.
Therefore, users will notice large photos of the properties that highlight their unique design rather than simple room rates attached to a hotel name.
Users can also access a local guide for each hotel providing hour-by-hour suggestions for what to do during your stay.
"The work that we're doing celebrates the hotel, and it doesn't rank by price," Standard International CEO Amar Lalvani told Business Insider. "You can comparison shop by swiping off of the home page — and that comparison is based on the experience, not by the price."
"Our goal was to pick hotels that we loved, that are experience-driven, and that we think other people will like."
In addition to travelers valuing experience over savings, the app targets guests who are on the go and open to being spontaneous.
"We found that those people were some of our most loyal customers," Standard International CEO Amar Lalvani told Business Insider last month.
While it isn't clear what percentage Standard International takes away from each booking on the One Night app, Lalvani told Business Insider that it's "more friendly to the hotels" than the percentage third-party booking platforms typically charge.
Hotels that are currently bookable on the One Night app include the following: 1 Hotel Central Park; 11 Howard; Calamigo Guest Ranch & Beach Club; The Carlyle; Casa Laguna Hotel & Spa; Gramercy Park Hotel; The Line; The Ludlow Hotel; The NoMad Hotel; Oceana Beach Club Hotel; Palihotel Melrose; Palihouse Santa Monica; Palihouse West Hollywood; Petit Ermitage; The Redbury Hollywood; Refinery Hotel; SIXTY Beverly Hills; SIXTY SoHo; Sparrows Lodge; The Standard, High Line; The Standard, Hollywood; Urban Cowboy; Viceroy Central Park; Viceroy L’Ermitage Beverly Hills and Wythe Hotel.
One Night expects to launch the service in San Francisco, Austin, Miami, Las Vegas and Chicago in the coming months.
Although it remains to be seen how the app will fare with travelers. It's clear it represents an appealing alternative to OTAs for many independent hotels.
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