In a flash, Groupon is selling laser-hair treatments and New York City walking tours, Travelzoo is hawking Local Deals coupons and Expedia's Smarter Travel Media recently launched SniqueAway for now-you-see it, now-you-don't limited-duration hotel sales.
So, are flash sales the next step in the evolution of online travel?
Dara Khosrowshahi, Expedia Inc.'s president and CEO, thinks flash sales "could be a third leg" in the growth of online travel because, like the merchant model first leg and the dynamic package second leg, "they offer consumers a chance to save significant amounts."
One might quibble with Khosrowshahi about missing "legs" in his analysis -- metasearch and the media business certainly should be included.
However, the point holds that flash sales could be a major next step, and although Khosrowshahi isn't ready to crown them as such, he adds that things are going well for SniqueAway.
"So, I'd say the early results are very good, but this is a long journey," said Khosrowshahi during the company third quarter earnings call yesterday. "It's a very new concept and we're not ready to declare whether it's long-term, how large it's going to be or exactly what the opportunity is going to be."
SniqueAway's hotel offers to its private membership base so far has primarily been U.S. East Coast-focused, but over the next few months, the property mix will be expanded to the South and West, he adds.
Expedia Inc. has a "huge" email database, Khosrowshahi says, and only a small percentage of the email list has been introduced to SniqueAway, but that effort will be expanded, as well.
"SniqueAway is a kind of toe in the water for us," Khosrowshahi says.
From Off & Away to Jetsetter, many other online travel companies have their toes in the flash-sales waters, as well, with all involved looking to see if the category will sink or swim.