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Priceline’s rounds out app strategy via Kindle Fire

December 11, 2012

The Kindle Fire app

Priceline’s is proving that it is critical for online travel agencies to have a presence on multiple platforms with a new Kindle Fire application that lets users manage their vacation plans. has been ramping up its mobile strategy recently as more consumers turn to their mobile devices to book hotel rooms. The Kindle Fire app supports 25 languages and 27 currencies.

“Mobile continues to be a fast-growing channel for, and the launch of the new native Kindle Fire app further strengthens our mobile offering,” said Anoeska van Leeuwen, director of communications at, Amsterdam.

“The new Kindle Fire app enables our customers to easily make and access their hotel and accommodation bookings anywhere, anytime via their Kindle Fire devices, and offers the full functionality and features of other mobile apps, including cross-platform synchronization via the user’s account. It is also the latest in the family of hotel booking apps, which are also available for iOS and Android devices and through’s mobile Web site.”

Mobile bookings
The Kindle Fire app is available for free download in the Amazon Appstore.

The app is available in Britain, Germany, Spain, Italy, France, Japan and the United States.

The app is formatted for both Kindle Fire and HD 7-inch devices as well as 8.9 inch Kindle Fire HD devices.

Consumers can search and book from more than 250,000 properties in 178 countries. Users can search using their current location or by any of the destinations.

More than 2.6 million hotel and accommodation photos are included in the app. More than 17 million guest reviews are available in the app.

The app uses a account to sync across multiple platforms.

Additionally, the app supports last-minute and exclusive deals for’s email subscribers and Facebook fans.

Once a consumer books a trip, the app includes features such as add-to-calendar and email confirmations to help travelers manage their vacations from their handsets. The app uses the Kindle Fire’s built-in map to show users where their hotel is.

Mobile-first claims that bookings from smartphones and tablets generated more than $1 billion in 2011. That number was doubled in the first half of 2012.

Additionally, the Android app has been downloaded more than four million times, per the company.

As more marketers look to expand their mobile footprint, more online travel agents are developing for multiple app platforms across both smartphones and tablets.

For example, rolled out a Windows 8 app earlier this year to let users manage their itineraries from their devices (see story).

“The Kindle Fire is already a great travel companion for several reasons,” Ms. van Leeuwen said.

“First, it’s not a smartphone – it’s a 7-inch tablet – and it is closer in size to a paperback novel,” she said.

“The size makes it easier to read, view and browse, and because the Kindle Fire is widescreen, videos, photos and maps look almost as big as they do on larger tablet devices. The screen quality is on par with the iPad. Second, it’s a go-everywhere device with a reasonable price tag – $199 – that also harnesses the power of the cloud. All of these things make it a very compelling product for travelers who want to be connected anytime, anywhere.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily

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