It was a year ago that AccorHotels began selling independent hotels alongside its own properties on its website, in an "open marketplace" concept that has drawn a lot of attention.
Today Standard International, parent company of the US-based chain Standard Hotels, has updated its same-day mobile booking app for its properties to include independent hotels as well.
The 16-month old mobile app was originally called One Night Standard and was focused on letting customers make a same-day booking "at the lowest rate possible" at any of its branded hotels.
But as of today, the renamed One Night app has added a handful of independent properties in New York City and Los Angeles. The hotel group says the list will expand by year-end to independents in Austin, Chicago, Las Vegas, Miami, and San Francisco.
Commissions haven't been disclosed but the understanding is that it is less than what is charged by third-party distributors.
This move is a first by a hotel company to create a mobile travel agency rival to HotelTonight, Hot Hotels, and other same-day booking apps that aggregate offers across brands worldwide.
Similar to HotelTonight, the app offers rates at "the lowest available prices" after 3pm for that same evening. (The free app is available for Apple devices and Android devices.)
It remains an open question if independent hotels can move the needle on hotel distribution with efforts like The Standard's and AccorHotels's. Do the online travel agencies have too many advantages in marketing power?
Or is it the case that selected luxury independents can boost their direct distribution through selective experiments like this?
Expect this topic to continue to be a hot one on the industry circuit.