"With us, you push a button, and you get a place to stay," he said. "We're the app for on-demand shelter."
But HotelTonight quickly gained traction as it leaned into its mobile-first experience that resonated well with a younger, more cost-conscious demographic. Even the concept of last-minute bookings was cribbed by some of the incumbents. Booking.com launched its own Booking Now app in 2015, which it shut down roughly two years later, while several other clones popped up around the globe with similar business models.
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