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The Standard unlocks spontaneous bookings via same-night reservation app

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September 21, 2016

Standard's One Night app

Standard’s One Night app

Standard International is rolling out a new third-party mobile distribution platform that enables guests to make same-night reservations at a curated group of resorts in Los Angeles and New York, underscoring travelers’ needs for spontaneous booking windows.

The company behind The Standard hotels is introducing its One Night platform, which follows in the footsteps of its One Night Standard mobile application, to consumers this week. Individuals who download the One Night app will receive access to top-rated hotels at low rates for that evening, giving each user an hour-by-hour experience that could rival other booking platforms’ services, such as Hotwire and Expedia.

“Two major trends are occurring as a result of the changing lifestyles of hotel guests: increased mobile booking and shortening booking windows,” said Amar Lalvani, managing partner and CEO of Standard International. “We felt there was a gap emerging between the dynamic lifestyles of our guests and the booking tools available to them.

“Further, most of the platforms display and rank hotels based on price which does not do justice to the experiences delivered. We created One Night as a beautifully designed, experience-driven platform offering same night bookings at a select group of some of our favorite hotels.”

Last-minute stays
The One Night booking platform, which is available for iOS and Android devices, offers users same-night reservations at low rates for various hotels in New York and Los Angeles. The app can be downloaded at www.onenight.com.

One Night pinpoints available resorts while considering each customer’s short booking window, proclivity toward mobile reservations and appreciation for on-demand services.

Beginning each day at 3 PM, travelers who open the app will see listings for nearby hotels with vacancy for that evening.

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One Night is ideal for last-minute travelers

One Night provides an hour-by-hour experience for each consumer and his or her neighborhood.

With mobile bookings seeing higher numbers than ever, it is paramount that any major hotel marketer invests heavily into booking platforms – either into their own or into third-party services.

Spontaneous travelers in New York and Los Angeles will now have the ability to secure last-minute reservations at properties such as The Carlyle, Gramercy Park Hotel, The NoMad Hotel, The Standard, High Line and The Redbury Hollywood, Sixty Beverly Hills, Palihotel Melrose and Viceroy L’Ermitage Beverly Hills.

Standard International is planning to bring One Night to other cities in the coming months, with expansions currently planned for Chicago, San Francisco, Austin, Miami and Las Vegas.

Next-generation travel
The highly competitive travel industry is seeing an influx of new technologies permeate booking platforms.

Booking.com is one of the latest brands to marry artificial intelligence with mobile, enabling its application users to receive instant booking access to a destination’s attractions and venues through a single QR code and offering personalized experiences based on previous travel preferences (see story).

Earlier this summer, Hotwire onboarded several new features into its mobile app to better suit consumers’ needs after identifying some of their typical travel habits, allowing users to book hotel rooms after midnight, choose a bed type when making reservations and secure one-way car rentals (see story).

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One Night users can also request a late checkout

These new services, alongside The Standard’s spontaneity-geared One Night platform, suggest that major hotel companies must continue to innovate within their own solutions and provide a wider range of predictive and last-minute booking options for guests.

“We believe that One Night will benefit all of the partnering hotels on the platform—not just The Standard properties—by reaching new guests, increasing property exposure and offering nightly booking rates,” Mr. Lalvani said. “One Night prioritizes experience over all else and provides an hour-by-hour timeline of hotel and neighborhood tips to improve guest stays at each hotel, which is great for the guests and also great for the hotels.”

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Alex Samuely is staff writer on Mobile Commerce Daily, New York. Reach her at alex@mobilemarketer.com.

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