Booking.com, the Netherlands-based accommodation site, has followed other online players by introducing a flash deals section across its European sites.
Unlike others, Priceline-owned Booking.com is not partnering with a third party for the deals and claims existing relationships with hotels make the flash deals easy to create.
In July Expedia unveiled Groupon Getaways on its US site but the move was later questioned by Jeffery Boyd, chief executive of priceline.com, booking's parent company.
Boyd was critical of Expedia sending consumers to another brand with the message that they could get a better deal.
His comments are supported research from usasbility specialist Usabilla which shows consumers are distrustful of being offered better deals when they come to a site.
A spokesperson for Booking.com says the value of flash deals could diminish if a number of sites were offering the same deals.
"booking feels there is sustainable value in offering unique deals that are not being promoted elsewhere."