Mobile Travel Technologies (MTT) has launched Eleventh Hour Hotels, a white label solution for hotel chains to create a dedicated mobile app targeting the last-minute booking market.

The platform essentially offers a branded alternative to existing apps, like Hotel Tonight and lastminute.com’s Hotel Deals, with no need to cannibalise customers who book prematurely and pay higher rates.

The appeal for hotel chains is that it enables them to have sole control over the time of day and which days they promote as last-minute inventory. MTT also notes that there is no up-front cost, and that apps could be launched ‘within an issue of weeks’ with the platform.

“With the present last-minute booking apps available on the market, hotels are losing as much as 30 per cent of revenue in commission or merchant cut,” said MTT CEO Gerry Samuels. “Through Eleventh Hour, hotels can secure last-minute bookings while achieving a more healthy yield on their rooms.”