BYHOURS, the hotel booking platform which allows users to book rooms in city centres and travel hotspots for short stays has unveiled a new brand identity and launched a newly designed app as part of a brand repositioning.
The repositioning aims to consolidate the brand’s microstay booking proposition, differentiating it from platforms offering hotel rooms for the day with its redeveloped app.
Launched in 2012, BYHOURS’ ‘by the hour’ hotel room booking model invented the microstay concept as a way for hoteliers to increase their occupancy rate.
The brand’s microstay booking platform is now available in 50 countries and has driven upwards of 200,000 transactions with business travellers largely driving demand.
BYHOURS aims to add 600 new UK hotel properties to its platform by the end of 2018.
Currently, 130 hotels in the UK are available to be booked on the BYHOURS platform with 95 being London-based properties.
Some 66% of UK BYHOURS bookings are made in the user’s home city, while 34% of UK BYHOURS bookings are made in a different city to the user’s.
The brand repositioning comes shortly after the platform’s June launches in both Latin America and the Middle East.
Guillermo Gaspart, BYHOURS founder and chairman, said: “After five years of strong and growing demand we are convinced the microstay market is not a temporary trend (it was cited as a new trend in the 2013 WTM Global Trends Report), it is a growing sector for the hotelier market.
“Our ambition is that BYHOURS begins to be recognised as a must-have travel and lifestyle tool. It isn’t just about using a hotel room for some downtime or to grab a shower. Some of the bookable properties are representative of the world’s best hotels and all their services and facilities are available for microstay users.”