Late-booking mobile service HotelTonight is targeting the desert city of Dubai for its first foray into the Middle East.
The San Francisco, US-based company now has a presence in 35 countries around the world, following launches earlier this year in Russia and Australia.
The appeal of the UAE is due to an apparent wide open hole in the occupancy rates of many hotels in the city.
HotelTonight claims there currently is an average one in four empty hotel rooms every night in Dubai, giving it the opportunity to target spontaneous hotel bookers already in the city and those willing to wait until they arrive from overseas to secure their accommodation.
The company says:
"Hotels that have already committed to working with HotelTonight in Dubai include landmark properties from international chains to some of the best independently run establishments in the city."
Hotel properties in other emirates in the region will also be targeted after the company's initial efforts in Dubai.
HotelTonight moved away from its original same-day only booking model in September 2014, giving users the chance to make reservations at properties up to seven days in advance.
NB:Dubai skyline image via Shutterstock.