As a self-confessed whimsical traveler, I tend to save “the best” of the planning process for last—the hotel booking. I usually secure flights and key activities in advance, but more often than not, I book accommodation just days before departure—or even during the trip if I’m visiting multiple cities. This behavior flows both ways. Living in southern Europe, friends spontaneously book short trips to visit me. With only days or even hours to spare, plans come together fast—sometimes involving co-working spaces for blended work-leisure stays, or spur-of-the-moment decisions to attend local events. For me, it’s partly about cost, but more importantly, about the freedom to stay flexible and follow inspiration as it strikes.
Many guests – namely Gen Z or millennials such as myself – are making travel and booking decisions on the go. For hotels, the potential to capture last-minute demand is greater than ever, but so are the challenges. In this article, we explore what’s driving these spontaneous booking behaviors and highlight smart strategies to turn urgency into increased direct bookings.
The Rise of the Spontaneous Traveler
Concerts, sporting events, local holidays, and festivals trigger surges in demand, but the real story lies in the evolution of traveler behavior. According to GuestCentric’s market data from early 2025, more than 22% of bookings now occur within just 7 days of arrival, with 6% made on the same day as check-in. This trend is being driven in large part by Millennials and Gen Z, with a recent Statista survey revealing that 77% of them reported making spontaneous bookings.
Gen Z travelers, in particular, are redefining the travel experience with tech-savvy confidence and a clear shift away from rigid itineraries. One in four now books hotels last-minute—often within a week of departure—according to a new Agoda report. Platforms like Instagram (28%), Google, and travel blogs fuel their decisions, with inspiration often sparked by real-time visual storytelling rather than long-term planning. Mobile technology plays a pivotal role in enabling this shift. A recent study by Junction showed that 32% of mobile hotel bookings had a lead time of 7 days or less. For today’s always-connected guests, smartphones are the gateway to spontaneous escapes.
Adding another layer to this spontaneity is strategy. Tools like Google Travel’s “Track Prices for Hotels” let travelers monitor rates and receive alerts when prices dip—encouraging them to delay their decision until the timing and price feels just right.
The Impact of Last-Minute Demand on Independent Hotels
While last-minute demand can help fill rooms and boost occupancy, it also brings a wave of unpredictability that challenges traditional forecasting methods. Independent and boutique hotels can no longer rely solely on historical trends to predict booking surges. Events that drive spontaneous demand—concerts, sporting events, pop culture moments, or sudden weather changes—can shift year to year with little to no advance notice.
Hotels must also consider how they communicate last-minute deals. Without clarity, these offers can lead to confusion for travelers booking on short notice, who expect fast, clear answers without having to search extensively for terms or restrictions. Platforms like HotelTonight offer a model worth studying, because it makes the last-minute booking process intuitive. Offers are framed around timing and simplicity—guests immediately see what’s available, what it costs, and what’s included. Labels like “Tonight,” “Tomorrow,” or “This Week” set expectations clearly, while inventory is categorized in a way that guides quick decisions without overwhelming the user.
With tools like Google’s “Track Prices” feature, many travelers are now closely monitoring rates and waiting for the right moment to book. This creates an opportunity for independent hotels to tap into the emotional arc of the last-minute traveler. When that price-drop moment arrives, it’s more than just a transaction—it’s a moment of excitement and decision. Hotels can turn this into an advantage by pairing compelling offers with personalized touches, curated add-ons, or small gestures that elevate the experience. By emphasizing charm, authenticity, and quality of service, independent hotels help travelers feel they’ve secured more than just a good deal—they’ve discovered something truly special.
9 Ways to Turn Last-Minute Demand into Direct Bookings
With the right tactics in place, hoteliers can capture the attention of spontaneous, deal-hunting travelers and turn last-minute demand into direct bookings. Here are 10 smart strategies to get started:
1. Push Clear and Straightforward Last-Minute Deals
Customize time-sensitive offers—like “Book & Stay This Week” or “Escape Tonight”—to resonate with impulsive travelers. When paired with tools like Google’s hotel price alerts, these offers become more emotionally powerful. Guests who receive a price drop notification can be met with an engaging, personalized message or exclusive perk that reinforces the thrill of smart timing and turns a good deal into a memorable stay.
Below are 3 examples on how to communicate your last-minute offers:
Tonight Only: Stay for €89!
Book by 6 PM today for check-in tonight. Includes free Wi-Fi and early breakfast.
Limited availability. Non-refundable.
Why book direct? You’ll always get the lowest price — guaranteed.
This Week’s Special: From €105 per night
Book by Sunday for stays this week. Includes complimentary welcome drink and flexible check-in.
Only a few rooms are available. Prepaid, changes allowed up to 48 hours before arrival.
Why book direct? You get better perks and total clarity — no surprises at check-in.
2-Week Early Deal: Save 15%
Planning a spontaneous break? Book within the next 14 days and get 15% off standard rates.
Includes breakfast and priority room upgrade (subject to availability).
Free cancellation up to 72 hours in advance.
Why book direct? Real-time availability, flexible options, and exclusive extras you won’t find elsewhere.
2. Optimize for Mobile
Many last-minute decisions happen on the move. Make sure your mobile booking experience is fast, intuitive, and conversion-friendly. Add mobile-only offers to reward guests who book directly, instantly reinforcing that they’ve made the right choice. Prioritize seamless payments, quick-loading pages, and autofill options to reduce friction. This is also where tech meets emotion: smooth, satisfying experiences build trust and provide a sense of control during an otherwise rushed decision.
3. Leverage Real-Time Demand Triggers
Be proactive by tracking local demand signals such as events, weather changes, or flight delays. Launch flash sales that coincide with these moments and highlight your hotel’s unique charm, location, and standout services. This helps spontaneous travelers feel like they’ve stumbled upon the perfect match at the perfect time.
4. Enable Same-Day Check-In
Remove friction for guests who are ready to walk in just hours after booking. Same-day check-in is a must for city hotels or airport properties—and when paired with limited-time deals or “only 1 room left” messaging, it taps into both urgency and satisfaction.
5. Personalize the Last-Minute Offers
Use personalization and dynamic pricing to tailor last-minute deals based on a traveler’s location, browsing behavior, or device. Showcase boutique elements—like complimentary welcome drinks, local experiences, or hidden gems on property—to create emotional resonance and help guests feel they’re choosing more than just a place to sleep.
6. Incentivize Repeat Spontaneity
Last-minute bookers might be impulsive, but they’re also a prime audience for repeat bookings, and hotels can follow up with exclusive return offers. By tying value to their spontaneous decision—and offering another chance to ‘win’—you foster emotional connection and long-term brand preference.
7. Engage the impulsive travelers on social media
To resonate with Gen Z travelers who get inspired and make spontaneous additions to their trips on TikTok, Instagram, and similar platforms. Capture their attention in real-time with stories, reels, and last-minute deals that showcase your hotel’s unique character and availability now.
8. Offer Special Packages for Locals to Encourage Last-Minute Bookings
In addition to attracting out-of-town travelers, hotels can create flexible, experience-driven packages for local residents who are looking for spontaneous escapes close to home.
Example: “Escape Tonight — Enjoy a gourmet dinner at our signature restaurant, exclusive entry to a top Miami nightclub, and a one-night stay at our boutique hotel. Perfect for spontaneous celebrations, romantic getaways, or a night of luxury without leaving town.”
These packages work because locals often make spur-of-the-moment plans for birthdays, anniversaries, or fun nights out—and they don’t need to arrange travel, making it easy to fill unsold rooms with minimal lead time. By focusing on curated experiences instead of just room rates, hotels can increase perceived value, boost on-property spend, and build stronger ties with their local market.
Your hotel can promote last-minute local staycation packages via:
- Targeted social ads (Facebook, Instagram) within a 50–100 mile radius
- Dedicated landing pages on your hotel website (“Tonight’s Local Escape”)
- Partnerships with nearby dining and nightlife venues for exclusive deals
The result? More last-minute revenue, higher guest spend per stay, and stronger local brand engagement.
9. Use Google “Track Prices for Hotels” for Competitive Monitoring
While Google’s “Track Prices for Hotels” is a valuable tool for travelers, it can also be a powerful internal asset for hoteliers looking to stay agile. By monitoring price changes at nearby properties and key competitors, hotels can spot downward rate shifts—often driven by last-minute promotions or unexpected events like cancellations.
This allows for quick tactical responses, whether through adjusted pricing, targeted offers, or increased visibility. It’s also a helpful way to benchmark your performance and ensure your rates stay competitive during high-demand periods like holidays, festivals, or weekends. Set up a tracking system for key dates across your comp set, so your pricing and marketing strategies stay proactive.
The Bottom Line – Spontaneity is a Commercial Opportunity
Last-minute demand reflects a broader shift in traveler behavior that hotels can use to drive more direct bookings. This is particularly important as Gen Z becomes a major travel demographic. Expected to make up the majority of online shoppers by 2025 (HubSpot), their booking habits are impulsive, instant, and heavily influenced by real-time inspiration. This creates new demands on how hotels present offers and communicate value in the moment, without relying solely on traditional forecasting or lead time planning.
Understanding how different age groups behave when booking hotels can help fine-tune last-minute and direct booking strategies even further. Below is a takeaway resource for hotels to consider for their last-minute strategy going forward:
Source: GuestCentric Systems 
Source: GuestCentric Systems
Finally, spontaneity creates an opportunity to connect emotionally, deliver memorable experiences, and win more direct bookings. Hotels that embrace this mindset and align their strategies with how different generations plan and book will be the ones turning unpredictability into consistent commercial success.
About GuestCentric
GuestCentric is a leading provider of cloud-based digital marketing software and services that help extraordinary hoteliers promote their brand, drive direct bookings and connect with customers on all digital platforms. GuestCentric’s all-in-one platform provides hotels with the only unified solution for managing their guests’ online journey: award-winning, high impact websites; an integrated, easy-to-use booking engine; social media marketing and publishing tools; a GDS chain code and a channel manager to offer rooms on Amadeus, Booking.com, Expedia, Galileo, Google, Sabre, TripAdvisor and hundreds of other channels. GuestCentric is a proud provider of solutions that maximize direct bookings to hotel groups and independent hotels from collections such as Design Hotels, Great Hotels of the World, Leading Hotels of the World, Relais & Chateaux, Small Luxury Hotels and Small Danish Hotels. GuestCentric is featured on Skift Travel Tech 250, a list of the top 250 travel tech companies shaping the modern-day travel experience.
Melissa Rodrigues
Content Manager
+35 196 157 3854
GuestCentric Systems
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